Rosser Reeves a pioneer in television advertising pointed out that to work, advertising had, to be honest. The product being sold had to be superior, no amount of advertising could move inferior goods. Advertising is not able to create demand where it did not exist. e.g.: If you try to sell hamburgers right across from a McDonald it might not work. To promote inferior products would only increase the number of people dissatisfied with the restaurant. To be effective with flawed products will accelerate the destruction of the BRAND. It’s a waste of money to claim uniqueness if it doesn’t exist. This is important because fortunes are made from repeat business. The money would be better spent building a meaningful advantage into one or several food items or even specialty drinks before launching a costly advertising campaign for your promotion. Continue reading