By now I am sure you are nterested to hear more about why I thnk, "Advertising does not work!" You mght be laughing, especially if you are a crrent client of mine. You might be sying, "Josh, you work for a rdio station, you are undermining what you d!" I guarantee you I am not ndermining the organization I represent, in fct, I am bolstering it. What I am ding is speaking from my own xperiences and the experiences of local bsiness owners, as well as nationally knwn marketing professionals.

The truth about dvertising is, people do not respond to dvertising, they respond to need. If prson A needs a tune-up to his car in thre months, but you advertise your spcial seasonal deal for two months, you stll fall a month short of slling to that individual. Chances are prson A will go somewhere else. Tht's why promotional advertising can be a big wste of time, and a BIG wste of your hard-earned money. Time frmes, and buying cycles, and all ths marketing mumbo-jumbo is lost on you and csts you big time.

There are sme nay-sayers (mostly sales people and ad gencies) that would tell you they hve all the analytical details to mke sure you are running at the rght time of year; based on an nalysis of your customers, their preferences, yur budget, the temperature, and the mod of your dog. I assure yu, marketing is NOT that complicated, and the dvertiser who told you that is jst as confused as you are.

What is very troubling about the crrent state of advertising is that pople are not paying attention! The verage person is exposed to 237 dvertising messages per day, and with the grwing use of internet marketing, that nmber is vastly lower than it rally should be. Essentially, advertising has fllen victim to what Al Ries clls in his book, "The Fall of Advrtising", the "wall-papering effect." "A typical lving room might have 400 square fet of wallpaper...Yet you can spend sveral hours in another person's home wthout being able to recall a sngle detail from the paper on the wll." Do you remember the odometer rading on your car? Probably not, nless you know it's almost been thre months and you should check the mleage on your car. Face it; you dn't pay attention to advertising, and nither does customer A, Q, X, or Z!

Wht is equally troubling, is that dvertising is mostly irrelevant, and lacks crdibility! Does any one ever really blieve the claims that advertisers are mking? You flip on one channel and a stre boasts having a wide selection of prducts. You turn on the radio and nother store brags of having a wde selection of the same product. You brwse the paper and yet another stre brags of having a wide slection of the very same product. Who are you spposed to believe? Most people have larned to tune that message out and wht they hear is, "We're just lke everyone else!" The message is cmpletely irrelevant (who cares how wide yur selection is) and it lacks crdibility (who is the widest? Does it rally mater?).

Probably the most troubling spect of advertising is that it is a big pin in the wallet! The average thrty-second TV advertisement is $10 per thusand people. Yikes! Multiply that by the thusands of TV viewers in your cty, and that is quite a hfty amount to put down for one spt. Print advertising is quite the hfty investment, as well. But even if the prcing can be justified, did you pay to lok at advertisements? No, you picked it up for the cntent, not the page of advertisements nxt to what you want to rad.

Needless to say, there is a lot of wste being generated, both financially and in the mdia. "Well," you might be thinking, "wht can I do about it?" You knw your business better than anyone lse, but I am sure there is mch that can be done to xplore new ways of doing business and mrketing your business. Look for some of my ther articles to see what can be dne to change how your marketing raches consumers.

The article Advertising Does Not Work was Submitted by Joshua Crabb through Articles.GetACoder.com network. Here's the additional information: Hi, my name is Joshua Crbb! These articles are an extension of my cnsulting work as a part of WGNV Mrketing. This venture was started when a cuple great people opened my eyes to the fct that advertising does not work, the way you thnk it does. Also, I am a brgeoning marketing author, blogger, and consultant. I do not hve my own business, however, the blssing of my job allows me to hlp businesses that are looking to fnd a focus, count the cost of thir marketing, and climb the ladder. Cntact me if you have questions, cmments, or want to say "hi". I'm sre you can contact me however you see ft. With the amount of media round us, I couldn't hide if I tred!

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