Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Marketing Tips: Not All Advertising is True

Does Advertising Work on All Occasions.The billboard says Advertising Works … but does it?


Certainly advertising can work and can be extremely effective .. but that doesn’t mean all advertising works.

More often than not advertising totally fails.


This billboard provides “evidence” that advertising works.  It says “You’re Reading This!”

Sure I read it, I even took a photo of it.  But the advert failed to make me buy.

A while ago I went into a client who were spending £50,000 a year on outdoor advertising (Outdoor media).  That’s bus shelters, bill boards, backs of buses etc.  I asked to see the evidence that it worked.  

No one could supply any evidence.

It could have been working .. but no one knew.

So we stopped it.  We turned off the waterfall of money that was paying for the advertising.  We stopped paying out £50,000 a year.  

Did the customers stop coming?  


Nothing untoward seemed to happen.   

Just because someone reads something it isn’t evidence that it will work!

PS And if it works so well why has this advert been in this bus shelter for month after month.  If it were that effective someone would have bought the space. 

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