The Incompetence of General Ad Agencies

 

The Incompetence of General Ad Agencies

This was a banner week for marketers and their ad agencies crying HELP! The New York Times and The Wall Street Journal ran long stories about the inability of Web advertisers to determine whether their ads were effective or not. I have spent 45 years in the world of direct marketing, a discipline that is able to measure results down to a gnat’s eyebrow—whether it be mail, space. TV, radio, telephone or the Web. Our feedback comes directly from those to whom we advertise. Yet the world of general agencies has somehow conned the dumb little yuppie MBA corporate brand managers into believing that it’s okay