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Marketing Gem 2 – 12 Most Common Mistakes in Advertising

By Bruce Kroeze, on March 4th, 2006

sapphire ring Marketing Gem 2 12 Most Common Mistakes in AdvertisingToday’s gem is from "The Wizard of Ads" by Roy H. Williams.

Roy’s book is made up of one or two page essays which get to the point quickly, hammer it home, and move on. I appreciate the style, and it is a very quick read. I find myself flipping back through it, rereading my notes, using it as a mental shakeup when I am feeling blocked.

On page 79, Roy lists "Twelve Most Common Mistakes in Advertising"

  1. The desire for instant gratification.
  2. Trying to reach more people than the budget will allow.
  3. Assuming the business owner knows best.
  4. Unsubstantiated claims.
  5. Improper use of passive media.
  6. Creating ads instead of campaigns.
  7. Obedience to unwritten rules.
  8. Late-week schedules.
  9. Overconfidence in qualitative targeting.
  10. Event-driven marketing.
  11. Great production without great copy.
  12. Confusing reactions with results.

All of these mistakes are ones I see every day, online and off. Good book with chewy thoughts.

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