What is Waste in Advertising?
When an advertising campaign fails to achieve its objectives, we call it waste. The major objectives of advertisement are to attract attention, to arouse interest, to create a desire, and to induce to action. If an advertisement fails to arrest our attention, it becomes a waste. Moreover, there are mounting advertisement expenses on account of increasing competition. Some critics feel such heavy expenditure on advertising is waste.
Causes for Waste in Advertising
The main reason for the causes of waste in Advertising are Poor planning, Wrong Targeting, Poor Contents, Wrong selection of Agency, Wrong placement, Wrong media selection, Poor Sponsoring, Wrong Scheduling, Excessive Advertising etc.
They are briefly explained as follows.
1. Poor Planning
An advertising campaign fails to create proper response when it is not planned properly. The message may not be repeated frequently. This could be a reason for not getting the desired response. Sometimes, the budget ear-marked for an advertising campaign may not be adequate. There could be a wrong emphasis — a market area may be neglected, whereas the other areas may receive heavy advertising doses. All such decisions create waste in advertising.
2. Wrong Targeting
Advertising is targeted at wrongful location or audience. For instance, a rural product when advertised in urban areas. Such wrong targeting causes waste in advertising.
3. Poor Contents
If the advertising copy is not inspiring, the advertisement does not generate interest which results in waste.
4. Wrong Selection of Agency
We should be careful in selecting an appropriate advertising agency. An agency that fails to do a professional job may lead to failure.
5. Wrong Placement
An outdoor advertisement at an improper location in a city is a waste. Besides, an advertisement, placed in a newspaper and magazines also needs proper placement. For example, near the newspaper’s editorial, front panels, sports page, business page, etc. So wrong placement of adverts results in waste.
6. Wrong Media Selection
Selection of an improper medium also renders an advertisement useless. For example, if toys are advertised in a financial magazine then the advertisement becomes a waste.
7. Poor Sponsoring
A sponsored programme that does not enjoy the kind and quantum of viewership, it becomes a waste.
8. Wrong Scheduling
A seasonal product must be advertised during the season and just before the season starts. Wrong timing also leads to failure, such as advertising for rain-coats in summer.
9. Excessive Advertising
Advertising excessively on account of competitor’s activities may not yield desired results and may end waste.