We're almost there! Part nine of 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.
9. Overconfidence in qualitative targeting: Many advertisers and media professionals grossly overestimate the importance of audience quality. In reality, saying the wrong thing has killed far more ad campaigns than reaching the wrong people. It's amazing how many people become "the right people" when you're saying the right thing.
Quality creative dictates success. Reach, frequency and targeting are all secondary to the message. I once had a client with a huge budget, every media reps dream... with one exception...his ego was even bigger than his budget!
He insisted on starring in every TV spot we produced. He had a face for radio and a voice for print. Needless to say, his advertising was a 'complete failure' according to him. Quality creative dictates success. - Curt
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