Originally Posted by radiogirl
Unfortunately, with small town newspapers (and other small town media in general) you often get salespeople who do not have any training in marketing, copywriting or graphic design! It's sad, but true.
I would probably guess that 80% of all ads in circulation are missing the mark for the advertisers...simply because the "experts" they are consulting have been trained to sell, but not how to market or optimize.
John Wanamaker, the founder of the store that bears his name, is most remembered for his quote "Half the Money I Spend on Advertising Is Wasted. The Trouble Is, I Don't Know Which Half".
It would be more right to say that the quote is remembered but John Wanamaker isn't. 16 Wanamaker's outlets being absorbed into Hecht's (now Macy's) way back in 1995 maybe one of the reasons. But its good that successful advertising practitioners bear John Wanamaker's in mind and try not create the infamous 50% advertising.
Talking of ad agencies, how many clients browse magazines and mark ads they like and think about why they like these ads? How many of these clients then follow up with agencies behind those ads? Isn't the ratio of failed ads directly proportional to clients who miss their homework before choosing an agency or creative outfit?
These are important questions worth asking ourselves. Like charity, watertight strategies begin at home too.