When Your Ad Does Not Work

At one time or another every advertiser experiences a dud advertising campaign – no calls, no leads, or no contacts. Usually, and rightfully so, the first thought that the advertiser has is “does advertising with this (newspaper, magazine, radio station, TV channel, direct marketer, etc) actually work”? This is a critical question and should constantly be asked by the advertiser and proven by the medium.

But, in order to find out the answer to the question, the advertiser has to answer a few questions first. A little deductive reasoning is in order. By the way, these are the same questions that the advertiser should be asking themselves before they start advertising.

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