Should You Buy An Ad?

Should You Buy An Ad?


Should you buy an ad in the special section of the paper about the award your firm just won?


No, no, no, one thousand times no.

We get calls from clients every week asking if they should advertise in a special section of their local paper, often a weekly business journal, because they have been given an award by the publication. The ad will extend the value of the award, they have been told by a friendly sales representative. Better yet, the publication will write the ad and do the layout of the ad for free!

The ad is probably an economic contrivance designed by the publication to appeal to your ego. (As a publisher, wouldnt you design the award so it could be won by a firm that could afford an ad?) The exception? Those given based on an objective survey or by an independent panel of experts in a fully open competitionbut only if it recognizes important community standards or recognizes business accomplishment important to a broad section of your target market.

If you have an ad program or campaign you are executing, keep to your plan and schedule. Avoid these self-laudatory (poorly read) special sections ad opportunities. If you dont have an ad campaign or program, the answer is intrinsicyou shouldnt be advertising.

No, no, no, one thousand times no.




  1. Bob Weiss is president of Alyn-Weiss and Associates, Inc., a Denver-based marketing consulting group which has worked with both corporate, transactional and defense firms and contingent fee practices nationwide for more than 20 years.

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