Continuing our 12-part series of the 12 most common advertising blunders according to Roy Williams, author of The Wizard of Ads.
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
8. Late-week schedules: Advertisers justify their obsession with Thursday and Friday advertising by saying "We need to reach the customer just before she goes shopping." Why do these advertisers choose to compete for the customer's attention each Thursday and Friday when they could have a nice, quiet chat all alone with her on Sunday, Monday and Tuesday?
This is a personal pet peeve of mine. I handle a lot of car dealers and they're the worst at this. Not only are they only advertising half of the week...they're advertising along with every other car dealer in town! Don't people buy Chevys on Tuesdays? If you can't afford to outshine (i.e. spend the most) the competition, go where the competition isn't! - Curt
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