Half the money I spend on advertising is wasted but I don’t know which half

John Wannamaker, father of the department store, said this many years ago. It’s still true today if you’re using traditional advertising methods such as TV, magazines, newspapers, etc.

Most of the advertising in these media is image or branding.  Which is fine if you want a great image for your brand but not much use if you want people to buy it and make you some money. Think of all those comic TV ads that have you rolling on the floor .  Do you even remember what the company was selling?  More important, did you ever buy anything as a result of those ads? Continue reading