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What Most People Fail to Understand About Advertising

Economist Billboard

Most of the money spent on advertising is used to pay for space or distribution.

But when advertising fails, it’s usually because the message failed to connect with the intended audience.

Here is an example of a billboard for The Economist magazine.

There is a motion sensor that triggers the light to come on when someone walks underneath.

The little amount extra that they paid for creative and installation probably increased the impact of the ad 100 fold.

It cost a little extra to get the light wired, but just look at the results!

The light signifies someone getting a good idea.  It also attracts attention.

This is Commando Marketing at its best . . . except that the billboard doesn’t likely convert many viewers into readers, subscribers, or advertisers.

Unless it is close to a news stand or seen by likely advertisers regularly.

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