DON’T DROP ADVERTISING
I read many articles about advertising these days. Most are about how it is declining. It is like any other investment of company funds. Just that, an investment. In any investment the one spending the money should have a clear idea on what it is they are investing in. If they are clear they know what they are buying with their advertising investment then they should be equally aware of what they are giving up when they decide to drop it.
I am always amazed at how easy it is to drop advertising. The net result is always more money for the bottom line. That presumably is a good goal. If so, why did the money get spent in the first place? If companies spend on advertising only because times are good then they are clearly wasting their money. If, on the other hand, they have a goal with their advertising investment, can articulate and measure it, then they know what they are getting, or at least hope to get. So when they decide to drop it they should be meeting to decide how the loss of whatever they expected to get will affect them going forward.
I believe if more companies could actually clarify what they were getting with their advertising they would be more able to clarify what they were losing by giving it up and would be far less willing to drop it. Don’t forget buying advertising is an exchange in value. I give you my money you give me the promise the value I buy is worth more than what I spent. If so when I get the money back for my bottom line it is clearly worth less than what I gave up. Is that really such a good exchange in value?
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Даже друзьям разослал ссылку на эту запись!
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Dear Mr. Dowling,
I am the publisher of an Indian Film Trade Weekly launching shortly.
Wanted to contact you on a matter but unable to get your contact details. Could you kindly send me your contact details at nitin.tej.ahuja@gmail.com
warm regards
Nitin