CONSUMER MIND READER #6 | |
Top Twenty-five Reasons Why Advertising Fails. | |
| 1. | The retailer offers no reason for the sale. |
| 2. | The ad has a weak sale title or lacks one altogether. |
| 3. | The merchandise in the ad is unappealing. |
| 4. | The customer doesn't like the store. |
| 5. | The customer is not familiar with the store. |
| 6. | The store exterior appearance turns the customer off. |
| 7. | The ad contains too many exceptions and fine print, such as "see store for details". |
| 8. | The salespeople are too pushy. |
| 9. | The customer isn't interested in a sale unless the discounts are 40 to 50 to 60 percent off. |
| 10. | The store doesn't offer a thirty-day satisfaction guarantee. |
| 11. | Items in the ad appear too small - hard to identify the product. |
| 12. | The ad does not include brand names. |
| 13. | The store charges extra for basics such as delivery. |
| 14. | The production quality of the ad is inferior to the competition's ads. |
| 15. | The advertised prices are no better than the competition's. |
| 16. | The store's appearance doesn't change from sale to sale. |
| 17. | The salesperson lacks enthusiasm. |
| 18. | The same brands are available everywhere. |
| 19. | The store's ads look identical from sale to sale. |
| 20. | The prices never change. |
| 21. | The available store credit programs do not appear in the advertisements. |
| 22. | Quick delivery is not mentioned in ads. |
| 23. | The store parking area is untidy. |
| 24. | The spokesperson in the ad turns the customer off. |
| 25. | The salesperson knows less about the product than the customer. |
| 26. | Americans are taking care of elderly family relatives so they have less time to shop. |
| 27. | People are buying more at discount stores, which reduces total expenditures. |
Copyright © 1998 by America's Research Group | |