Leffler Blog: February 2010 Archives

The Simple Math of the Ad Biz

The longer we do this work, the more puzzling it is that a majority of the folks we come in contact with see no relationship between media tonnage and potential results.

Advertising is about repetition of the same message to an adequate number of "potentials" in order to engender a positive result. As a rookie, I learned that the greatest ad, seen by too few people, will fail. Twenty-six years later we still have people in our business touting "amazing creative" without anything behind it. That is positively the wrong approach and is the reason why there are so many changes of ad agencies.

Expectations need to be in line with funding levels for the media behind the creative. And there needs to be a complete marketing outreach picture with direct personal marketing, proper merchandising and purchase incentives. Otherwise you have folks hoping for a miracle or experimenting endlessly instead of going in a direction and funding the approach.

By Bob Leffler
CEO/Owner