12 Causes of Advertising Failure

Wizard of Ads, Roy Williams

• The desire for instant gratification

• Trying to reach more people than the budget will allow.

• Assuming the business owner knows best.

• Unsubstantiated claims.

• Improper use of passive media.

• Creating ads instead of campaigns.

• Obedience to unwritten rules.

• Late-week schedules.

• Overconfidence in qualitative targeting.

• Event-driven marketing.

• Great production without great copy.

• Confusing reactions with results.