Thursday, April 3, 2008

The Waste of Advertising

They used to say that half of advertising spending is wasted. But it's worse: nearly a third of advertising reduces your sales! That's according to a fascinating interview with advertising guru John Philip Jones in the latest issue of Esomar's magazine. His research in several countries shows that 30% of advertisements actually reduce sales in the short term. Talk about unintended consequences.

But maybe new insights from behavioural economics and neuro-marketing will help reduce that figure. Like those smart people in the UK's equivalent of our Road Safety Authority. Pay attention now ...

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