The Advertising Paradox
Imagine you own a store located in a shopping mall. You want more foot traffic to end up in your store, so you decide to invest in some advertising. You invest in an advertising campaign which works, bringing in thousands of new consumers to the shopping mall. However, there’s a big problem…
Customers will see other stores as they stroll through the mall, whilst on the way to your store. Consequently, you could be losing out on new customers to your competitors – as a result of your own advertising!