Such A Great Deal

Many of us have had the call - it's an advertising opportunity at 10% of the normal price. Why wouldn't you do it? Getting your brand and messages in to a proper publication for a fraction of the normal cost - surely that's a great deal?

Well - no. It's still going to cost you money. You'll need to get some artwork ready, normally in a hurry, and you still need to pay for the ad. I'd suggest that if you're determined to spend the money then just burning some £10 notes would probably provide more enjoyment and deliver similar returns.

The problem is that advertising is something you need to do more than just once. You'll have noticed that TV adverts appear many (many, many) times. They even get to a point where there's a shortened version of the original full ad. The idea is that the advert needs firstly to be seen by lots of people, and secondly it needs to be seen multiple times so people actually remember the brand and the message.

A one-off advert - even in a high profile publication - is more than likely a waste of money. Just go and have a beer instead.