Saturday, 19 January 2008

Is the ad industry's net economic gain to the economy zero?

Robert Shaw, Professor of Marketing Metrics at Cass Business School, challenged in a letter to the FT an assertion that the advertising industry adds £160bn to the UK economy.

"Advertising is a zero-sum competitive game, strong advertisers grow at the expense of weak ones, stealing customers from the weak. Econometric studies show that advertising performance follows a bell curve, with as many campaigns showing negative performance as there are a positive ones."

Of course it is…need we say more?

- Profit online with articles & ezines. Article submission and free content.

Read my articles on

Visit AdGabber

No comments: