Top Advertising Blunders: Part 12

The twelfth and final Advertising Blunder according to Roy Williams. Three months of these weekly tips comes to an end.

Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.

12. Confusing response with results: The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately, most advertisers evaluate their ads by the comments they hear from the people around them. The slickest, cleverest, funniest, most creative and most distinctive ads are the ones most likely to generate these comments. See the problem? When we confuse response with results, we create attention-getting ads that say absolutely nothing.

I can predict the success of a new marketing partnership by the willingness of the client and I to both agree on how results are being measured.

When a client is more interested in buying a zone where he, or his golf buddy, lives rather than a zone where his customers live... there is no success. When a client calls because he isn't seeing his ad enough, despite an increase in sales... there is no success.

Success is achieved when a well thought out marketing campaign is implemented with concerns to quality creative reaching current consumers and building brand equity with future consumers. ~ Curt