Is there such a thing as bad advertising?
Monday, June 16th, 2008If you’re involved in marketing, then you’ll probably have heard about the ABC’s show about advertising, The Gruen Transfer. Last week, comedian and host Will Anderson asked the panel to talk about advertising that backfired on them.
According to Russel Howcroft, MD of Ad Agency George Patterson’s Y&R,
All advertising works, it’s just a matter of how much.
For many businesses marketing is one of the biggest expenses, and you don’t need to work for an ad agency to know that there is big money changing hands for good advertising… and bad advertising.
Maybe Russel Howcroft’s statement that all advertising works is true in an advertising agency sort of a way… but maybe not for long.
Marketing on the Internet has introduced many businesses to the concept that you can draw a direct line from good marketing to increased sales. It has introduced an unprecedented standard of tools, data and accountability.
Now, Google Analytics has launched a tool in the US that allows marketers to see what impact their TV ads have on their website traffic.
It may not be expected in advertising agencies, but In our opinion advertising has failed if it doesn’t generate a return on investment. Looks like Google Analytics is about to shake up the ad world.
From the author: If you regularly advertise for leads in the Yellow Pages®, in the newspaper or on the radio, then there’s a good chance that your website could be generating more leads for you than it is. The key is in your website’s conversion rates.
Yellow Pages® is an Australian registered trade mark of Telstra Corporation Ltd. This company has requested and has been granted permission from Telstra Corporation Ltd to use the Yellow Pages® trade mark. This company is not otherwise associated with Telstra Corporation or any of it’s subsidiaries.
