And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.
If they tell you "What a beautiful ad!", and ask you "Who's your designer?", then you should worry. You don't need compliments, you need to increase sales. The key point in advertising is to deliver your message to the consumer, not inflating the designer's ego.
The blog SHiFT Happens, remarks that "It's not the designer's fault, it's your fault. You press the designer to focus on the ad's design and not on the message you want to convey".
Marketing Managers are applying financial engineering methods to optimize their portfolio of marketing campaigns.
The growing concern from Marketing Managers about return on advertising is making them look more and more like financial managers.
Many millions are spent on advertising (in Central America about $ 1.8 billion per year), usually in a mix of different types of media and to apply expense optimization methods of portfolio investments, will lead to better rates of return on investments.
It is no longer just advertising. Marketing managers must operate in an integrated manner and demonstrate return on investment for every dollar they spend.
Many examples are showing that one of the first budgets to be trimmed in these times of crisis, is marketing. Against this backdrop, the emphasis is on continue communicating with clients and not abandoning efforts in this area.
When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.
Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.
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