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? Why 90% of todayrs ad campaigns are a absolute waste of money h
? How Madison Avenue sleight of hand turns savvy commerce human into drooling morons h
? The four entities every ad MUST achieve to be successful h
? A magnificent chance for copywriters n in a place yourd never even THINK of seeing h
? Much more!
Dear Business-Builder,
Sometimes I wish I had gone into advertising in place of,0 straight reaction marketing.
I can see myself nestled in a posh Madison Avenue corner office, dragging down 6 diagrams a year, creating beer-swilling frogs, taco-eating Chihuahuas and other madcap personas h and of course, personally hurling ads in which scantily clad babes with thighs up to here and bushels of bouncing booty and boobage cavort in soapy slow motion!
I can watch myself being worshipped as an of ingenious gifts h and getting my smiling face plastered bring an end to ...the cover of Ad Age.
The best portion? Knowing that nobody will ever ask the question, I didnrt take that route. Instead, I bruise up in direct response marketing n where every array and every cent generated along every ad, every direct mail archive and every Internet campaign I establish is carefully tracked.
Within a few weeks, days , or n in the case of TV and Internet improvements na few hours, everyone knows whether Irm a talent or a cut.
If my consumer puts $ 500,000 in the mail, he expects at least $ 500,000 in web sales back n PLUS ten thousand just about fashionable customers. If my copy does that for him, Irm gold.
If not, Irm a schmuck n and if I ever tried to convince a client that my bomb of a promo improved his ; image, in order to make the sale.
But most of the ad campaigns created by major ad agencies are NOT trackable. And that easy fact is now creating some of the worst advertising ever produced h costing American clients a freakinr fortune h and is at the root of what I am convinced is the greatest scam ever perpetrated in the corporate world h
How Madison Avenuers black wizardry turns brilliant CEOs into drooling morons
Imagine this: Yourre the CEO of a major company n in this circumstance, a brewery.
As the CEO, your prime directive is very simple: Your bosses n the Board of Directors and your stockholders n claim that every corporate greenback you spend produces a assured return on investment.
Yourre agreeable at what you do. By producing a superior product and pinching every plate until the buffalo squirts, your company has become the most successful in its industry and your market share is still growing.
Then one daytime, a lad from a major New York ad agent shows up in your office. He has bad news for you.
advertising, ask.
croaking your productrs name. edition of the Jedi Mind Trick n but somehow, you marshal ample self-control to blurt out another question: You collect every remaining ounce of strength to ask your last question: care how much it prices h h and you listen yourself psalming, to the top of the corporate ladder h the CEO who, in every other area of ​​business demands that every penny spent produces a trackable, computable, positive return on investment h
h YOU are signing the retard for a new $ 50 million ad campaign , complete with butt-ugly frogs.
Fooling All of the People, All of the Time
The next a.m.,nike air max shoes for men, you awake with a hangover n and a severe case of buyerrs apology.
Where are you going to find the prowess to face the Board and tell them you just blew $ 50 million on an ad campaign n and you have no way on Earth of knowing if that fifty mill was a gifted investment or money down a rathole?
the South thatrs making people thirstier. Maybe itrs a major competitorrs delivery problems causing his customers to buy your products h or maybe itrs equitable that his new ads sucked worse than yours did.
Heck n for whole,0 you know, your bargains would have gone even higher whether you had been fleeing your antique ads h or, for that material, no ads by all! (Hey n when Israeli doctors worked ashore buffet a few annuals ago, the national necrosis rate declined: How do we know thatthe US GDP wouldnrt twice if Madison Avenue went above strike?)
Of way, you reason,air max 360 basketball, if sales go down, you be able apt,0 always reproach anything yet your ad movement. Shoot: You could even demand that if it werenrt for those frogs, sales could have fallen even farther!
The fact is, since therers no way to alley each buy back to its source, you ambition never know if you made a good investment or no.
h And therein lies your salvation.
Because nobody will ever know if your $ 50 million determination was a good one or wrong one n not you, not the Board, and surely not your stockholders!
Advertising is Never Having To Say,
Do you think n even for a minute n that the slick admen and adwomen on Madison Avenue are oblivious to the fact that they are NOT being graded on the sales they generate?
Do you muse most of them even concern if they amplify their clientsr sales and profits?
If you answered that many of the junk passing for advertising today is little extra than a scam, grab a yellow pad and a pen h turn on your TV h and later each ad, reply,0 these four questions: 1. kind of product? buy this product now n or at least soon? % of the ads you see do all of the above.
And that manner the poor schmucks who paid for the recess of the ads you see are being scammed h bamboozled h swindled h played for chumps h taken to the cleaners.
Ask a logical business employer,
But if you ask an adman or adwoman the same question, yourll get quite differ answers. One practitioner will explain that his work,0 is to cultivate . Madison Avenue just doesnrt get it
How foolish can it actually acquire,0? Herers a true story:
A few years ago, Nissan employed TBWA Chiat / Day and its creative adviser Lee Clow to create a series of commercials for its line of nice cars.
Clow presented the Nissan executives with some of the cutest, cleverest, most doll dinosaur dripped a toy soldier into a toy amusements motorcar. In variant, a toy toy drove a Nissan out of a journal ad and onto a real road.
As in my mini flight of phantom on, the ads were pure entertainment-as-advertising. inducement for act so.
No matter. The ads were . Pictures even made maneuvers to turn the ads into a TV show array!
But there was just one teeeensy little problem:
As presently as the ads began running,nike air max tailwind+ 2, Nissan sales CRATERED!
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