Can ads add up to profit for Green and Rose?
TV adverts are high profile and costly – but do they translate into extra sales for retailers? Opinion is divided. American Adland legend Bill Bernbach says: ‘Nothing kills a bad product faster than good advertising,’ he said. Roughly translated, this means that a great campaign may get customers into the store and buying the goods, but they will never go back if the experience is lousy. Alison Hoad leads the panel of this year’s judging of The Effective Advertising Awards. She says: ‘Basically, an advertising campaign has done its job if it has made people aware of a store or a brand or a particular product.’ Philip Green has decided to invest between £2 million and £3 million on a TV campaign for Bhs in the run-up to Christmas. His advisers say that he has got something to shout about, with a £20m investment to upgrade 50 stores, new products in his Christmas range, new displays in every one of his 164 shops and an autumn/winter collection which features all the season’s must-haves.
