Introduction advertising unit Structure

8.6 WASTES IN ADVERTISING 
 
8.6.1 Meaning : 
 
Waste in advertising refers to the failure of the advertisement 
or campaign to achieve its desired objectives. The main objective of 
every ad is to attract the attention of the audience and then to 
induce them to act upon the advertiser‟s message. If the ad fails to 
attract the attention and induce the audience, then one can say that 
there is waste in advertising. Some people talk of waste in 

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advertising when they feel that more money is spent on advertising 
than what is actually needed.
8.6.2 Factors responsible for the Waste in Advertising :
A number of factors are responsible for the waste in 
advertising. Some of which are explained below : 
1. Introduction of Wrong Product or Service in the Market :
Waste advertising takes place, when huge amounts are spent on 
an advertising campaign for a wrong product, or service introduced 
without adequate research and testing as regards its quality. If the 
quality of the product, or, service is such that it does not satisfy the 
needs. Requirements and tastes of consumers, no amount of 
advertising can boost its scale, and there will be a waste in 
advertising. 
2. Making Tall Claims in an Ad :
Sometimes, tall claims are made 
in advertising, that raises the expectations of consumers : far 
beyond the performance of the advertised product. Disappointed 
and disillusioned consumers never go far second purchase of the 
product. 
3. Target Market :
Wrong Selection of Target Market (Consumers) 
and Wrong Positioning of to be Product. Manufacturers, 
sometimes, make a wrong selection of target market (consumers) 
for the advertised product / service and its wrong positioning that 
cause a waste in advertising.