Why do so many ads fail?

By John C. Peterson
The Peterson Group

That's a question I ask in several of the seminars I offer. The answers run all over the place but generally have a common thread.


Here's a sample:

· Lousy offer.

· Awful looking, 10 pounds of junk in a 5 pound bag.

· The ad was all logo.

· They only ran one ad.

The real answer the ad failed is, because somebody let it fail. That may be the ad rep or someone in graphics, but ultimately somebody didn't do their job.

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