Long-time readers will know that like thousands of other people, I love Seth Godin’s take on marketing. With Do Ads Work? he’s hit the nail on the head again. He says: “Why, precisely, do you have an ad budget? If your ads work, if you can measure them and they return more profit than they cost, why not keep buying them until they stop working? And if they don’t work, why are you running them?”
If magazines, exhibitions, websites or email newsletters were as good as they say they are, they’d guarantee your return on investment. Read the article, and if it doesn’t sink in, read it again and again until it does.