So who is the advertiser supposed to get objective feedback from when they need help figuring out how to best reach their prospective customers? Some would say they don’t know. So does FUDing the competition work in the advertising industry? What do people do when faced with so much FUD?
In any industry, FUD causes people to
* Protect
* Isolate
* Retreat
* Stop (stop spending or spend less)
All media–including radio, print, TV, search, social networks, content-rich websites, blogs, etc.–have a place into today’s advertising world. In fact, what a business should be fearful, uncertain, and doubtful about is any salesperson or agency that does not consult, advise, or believe in a multichannel media approach.
So, the answer if you want make more money…whether you’re an agency or media salesperson, stop FUDing and start being an objective advisor.