12 Causes of Advertising Failure | Mid-West Family Broadcasting (WSJM Inc.)
- Roy Williams The Wizard of Ads The Desire for Instant Gratification The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires. Trying to reach more people than the budget will allow Too often the result of a media mix is too many people reached without enough repetition. Will you reach 100% of the people and persuade them 10% of the way? Or will you reach 10% of the people and persuade them 100 percent of the way? The cost is the same. Assuming the business owner knows best The business owner is uniquely unqualified to see his company or product objectively. It's hard to read the label when you're inside the bottle. Unsubstantiated Claims Advertisers often claim to have what the customer wants, such as "highest quality at the lowest price," but fail to offer any evidence. You must prove what you say in every ad. Do your ads give the prospect new information? Improper use of passive media