Advertising makes no difference!
Let me be clear upfront, it’s not me that thinks so; I am a firm believer in the power of advertising, more so, good advertising rather than the pedestrian communications you see so much of this day. No, it’s not me thinking so, but the many businesses that advertise and the agencies that help them to do so. Of course, there should be howls of protest at this from the advertising industry. Who in their right mind would say that the N97.9b Nigerian advertisers spent in 2015 would be spent if they thought advertising made no difference? Well, first let’s not assume that I am right. Second, let me start to count the reasons why, and please if I have missed any, feel free to include it in the list. So here we go: · Very few people, agencies and clients set marketing and communication objectives for the activity they undertake. Except for a sales result, marketing matrix do not seem to matter. And interestingly enough, over th...