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Have You Ever Run An Ad That Failed?

Posted By Jeffrey Eisenberg On May 7, 2007 @ 10:14 am In Advertising,Offline Persuasion | 1 Comment

Don’t miss Roy Williams’ MondayMorningMemo “The Media Is Not The Message [1]“.

The entire memo is excellent, but my favorite part for online marketers is:

4. You committed to an ad campaign that was shorter than your product selling cycle. If people buy your product once a week, don’t expect your ads to return a profit during the first week. If people buy once a month, don’t expect to break even on your advertising during the first 30 days. If your product selling cycle is longer than 2 years, you can expect to lose money on your ads – even if they’re good – the first 4 to 6 months. You’ll start pulling ahead during the second six months. Your real growth won’t happen until you begin reaching that same group of people for a second year.
SOLUTION: Commit to an ad campaign commensurate with your product selling cycle.

What is the worst advertising fiasco you’ve ever been involved in?


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URL to article: http://www.grokdotcom.com/2007/05/07/have-you-ever-run-an-ad-that-failed/

URLs in this post:

[1] The Media Is Not The Message: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1692

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