7 Keys to Marketing Genius: Marketing Accountability
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
So if mass advertising is so ineffective, why do people do it? First of all, they obviously have not read this book and are misinformed. Most people do what they see others doing, or what has worked in the past. There is also an entire industry based on “the bigger and more creative the better” ideology. Advertising executives give each other awards for creating unique advertisements. Unfortunately I see a lack of accountability in the current system. Bottom line, it does not matter how good the production quality is for an advertisement; what matters is whether people buy the product. It is a good strategy to use high standards for creating ads, but it has to be a means to the end of consumers understanding the message and buying the product. Some of the worst produced advertisements (i.e., infomercials) are successful because they sell the product.