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Ever wonder whether those dollars that you’re spending on advertising are doing their job? If you believe the most recent study issued by the Interactive Advertising Bureau, they’re not. The trade association says that advertisers waste $220 billion annually buying messages that reach the wrong audiences, or no audience at all. (I, of course, would be more than happy to be a completely captivated audience for even a tiny fraction of all those wasted billions — just in case any advertisers or agencies want to divert a few of those dollars my way.)

The reason? According to the folks at Copernicus Marketing Consulting it’s because companies fail to do proper research and planning before ponying up the big bucks for an ad campaign.

“When it comes to advertising, executives inexplicably abandon their usual business practices,” said Kevin Clancy, chairman and CEO. “They rely on advertising agencies to tell them how to spend their money — instead of vice versa.”

ThePbj