There is a well known saying in advertising that has been variously attributed to Lord Leverhulme, Henry Ford, John Paul Getty and countless other marketers. I guess most of us have said something like it at one time or another:
“50% of my advertising budget is wasted - I just don’t know which half!”
In fact some recent research has indicated that, especially amongst smaller businesses, the waste factor may even be nearer to 90% than 50%! That’s a frightening statistic, particularly when you consider just how expensive advertising can be these days. So what can be done about it? Read the rest of this entry »