Advertise for a reason

Why are you advertising your business?

That probably sounds like a mad question.

Advertising guru Raymond Rubicam famously said that ‘The sole purpose of advertising is to sell. It has no other justification worth mentioning.’

Big ad agencies often claim that ‘raising awareness’ is key to the marketing mix. I beg to disagree, as would anyone with a direct marketing background. Awareness is intangible. It can’t be quantified.

Until someone finds a way to establish exactly how much ‘awareness’ is worth in pounds and pence, I’m not convinced it’s worth achieving. How does ‘awareness’ translate to sales, if at all? How much ‘awareness’ do I need to break even on my advertising spend? What’s the projected return on investment on ‘awareness’?

How long is a piece of string?!