Introduction advertising unit Structure

10. Poor Drafting of Ads :
If an ad is poorly designed, drafted and 
illustrated, due to lack of creativity and knowledge with an 
inappropriate appeal, and / or, in an unsuitable language, on the 
part of participants in the ad, like copy writers, artists, layout 
designers, etc. it can cause waste in advertising. 
11. Poor Sponsored Programme in Quality :
If the programme, 
sponsored on T.V. or Radio by an advertiser, is poor in quality So 
that there are hardly any audience to view it, it is bound to cause 
waste in advertising, as the message will not reach the target 
audience. 
12. Excessive Advertising :
Some advertisers to excessive 
advertising, i.e. much more than what is actually required. If the 
markets for the advertised product are small, excessive advertising 
cannot cause an increase in demand beyond a particular point. 
There is bounded to be waste in advertising. 
13. Lack of Follow-up Actions :
A good advertising campaign can 
go waste, if it is not fully supported by follow-up actions by other 
departments of the firm, as for example, non-availability of the 
advertised product in the market due to some distribution problem. 
The result is inadequate response from consumers and waste in 
advertising. 
14. Unfavourable Marketing Environment :
Finally, if the overall 
marketing environment is not favourable for getting favourable 
response to an advertising campaign, it is bound to cause waste in 
advertising. In such a situation, advertisers are bound to lose a 
good amount of money on ads. 

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100 
Check your progress : 
1)
“Advertising is generally believed to lower down the production 
cost.” Explain. 
2) Explain the effects of advertising on the following items. 
Through table.
a) On production cost 
b) On distribution cost 
c) On Consumer price 
3) Explain the following terms.
a) Waste in advertising.