7/17/2019 Proffesor Shaw

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Robert Shaw, Professor of Marketing Metrics recently said Advertising is a zero-sum competitive game, strong advertisers grow at the expense of weak ones, stealing customers from the weakas many campaigns showing negative performance as there are positive.

So now we can drop the 30 year old (and more) gossip (because thats what it ismerely gossip) about Advertising works because it is a zero sum game.

At the risk of putting myself in a majority of one I agree with Professor Robert Shaw, Advertising is never cost effective. Perhaps we can now get on with developing superior methods of marketing communication?

The President of the IPA, in his inaugural address presented evidence that advertising contributed £160 bn a year in added value to the economy. Im afraid that he argues in vainand inaccurately at that!

His statement could be laughably ignored if it wasnt so grossly inaccurate and misleading.

Put simply advertising does not have any connection with the success or failureof a product or service that is of course, if you do not count a horrible wasteof money a connection!

Advertising is supposed to be totally accountable, research has never been initi

ated to establish the sole effectiveness of advertising on salesI think that it is a no-brainer why such research has never been conducted!

Instead advertising has become a reality show where the Judge is The President of the IPA and is allowed to quote such outrageously inaccurate statements!