Jan 06 2009
Does advertising work?
The posts on Seth Godin’s blogs almost always makes sense and this recent post (Do ads work?) is a classic. I’ve often thought that it’s odd that marketing departments can’t find the budget for campaigns that will deliver a positive return within the current financial period.
As Seth says “If your ads work, if you can measure them and they return more profit than they cost, why not keep buying them until they stop working? And if they don’t work, why are you running them?”
In my experience, it’s often the marketers themselves that place these restrictions, as if they don’t believe their own hype. Finance people often take the view that investments in proven marketing campaigns should not be capped but bow to the expertise of marketers. Do you believe your own hype?
