
By Norton E. Warner
Advertisers sometimes buy advertising with the idea of testing the ad medium. There is nothing wrong with testing. A successful enterprise continually evaluates expenditures. Remember, however, that advertising may test your marketing bridge more than it does the medium.
Former president of Procter & Gamble, Howard J. Morgens once pointed out, “No amount of advertising can force people to buy things they do not want. Advertising cannot sell a poor product. It might induce people to try it once, but it cannot build an enduring business on such a product.” Nor can advertising build an enduring business with a poor or ineffective marketing bridge. Continue Reading