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Jan 13
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A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an ongoing, well executed advertising program. Yes, this includes your business.
Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.
Sounds like a poor way to do business, doesn’t it?
why they have run a particular ad. A few tense moments will pass while they tries to think of a clever answer. “To get the company name out in front of the public so they can get more business.” they reply, with some relief.
This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That’s it. What a terrible waste of money!
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