Wastage on advertising gets a whole page of its own...
....because we see so many companies getting tied down to enormous
advertising budgets for little return.
Too often clients of advertising agencies are ignorant of what their
advertising budgets are achieving. The old saying that "50%
of advertising is wasted but nobody knows which 50%" is out of date
- and an excuse for promotional failure.
Today TV advertising has lost its grip in being the dominant medium
for reaching large audiences and creating product and service
awareness. Large audiences have been divided by new TV stations
and yet air time prices per 1000 have not shown relative reductions. Value for money has been lost. So too have captive
audiences, who by French research standards more often than not are
channel hopping or leaving the room when commercials are being run.
In press advertising terms too many magazines are being published
without Audit of Bureau of Circulation status. Generally clients of
advertising agencies remain in the dark as to whether their advertising
budgets are really working for them.
MPC can analyze existing advertising budgets with recommendations of where
client's investments can be more effectively spent.
Another advertising wastage source is the Internet. Poorly
designed or over-flashy web sites constructed at great cost that are not
part of a comprehensive marketing strategy are simply a waste of
cyber-space. Used as an advertising tool in conjunction with other
marketing tools, the web can greatly enhance your company's profile and
customer base, leading to new sales beyond your immediate pool of
clients. It is not enough simply to put your company brochure
on-line.
MPC can advise you how to gear your website to
your market and integrate it with the rest of your business. See
our section on Internet Strategies in the Retail,
FMCG or Leisure
sections of this site.
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