What’s The Impact of Advertising on Sales?

“I am going to be an expert witness on the impact of an ad campaign. The ad has already proven to show a great ROI with testimony that the campaign increased sales by 39% from the Director of Marketing. The problem is that I need general information on what ads should expect to generate as a ROI from high to low. To show the nexus between sales and advertisnig. Any advice?” – Ed

Any ad that can increase business by 39% is a success! Typically most ads bring in far less new business.

What’s the key measurement of ROI?

Cost of sales minus the cost of the ad campaign. If the numbers are positive then the campaign was a success, if negative, it needs rethinking, rewriting and redesign.

Could an ad bring in an even higher ROI than 39%?

Yes it’s possible. I wrote one newspaper ad at the beginning of my career for which I only charged the client $450. In the first 3 weeks the ad generated over $180,000 in sales, tripling the client’s business within a month. I’ve also rewritten clients web sites and increased their sales by 4-15 times.

What’s the nexus between sales and advertising?

A successful advertising campaign pre-sells the prospect minimizing the effort that needs to go into sales. I’ve detailed this approach in ‘Eliminating Obstacles to Sales‘. Use this link to get the details >>

– Charlie Cook, Small Business Marketing That Works