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Study: Billions spent on ineffective advertising

Healthcare Strategist Trend Watch, June 8, 2007

According to the Interactive Advertising Bureau, advertisers spend $220 billion annually on advertising that either fails to reach its intended audience or reaches no customers whatsoever.

The vast expenditures result when companies fail to adequately plan their campaigns or research their target audience, according to marketing consultants Kevin Clancy and Peter Krieg.

In their new book, Your Gut is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits, Clancy and Krieg advocate the use of time-tested assessment tools, testing methods, and technology to determine a campaign's return on investment before spending money.

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