Uncover the secrets of properly purposed advertising How often have you spent your money on an ad only for it to fall ­ at, bringing only a fraction of the results that you dreamed? Unfortunately, this happens far too often. But what's to blame--company leadership, the format for the ad, the product itself? With Why Advertising Fails , renowned marketer Dan Kennedy answers these questions and more, so you can understand why your advertising dollars are being thrown into a bottomless pit--and what to do to fix it. The key is properly purposed advertising that follows a consistent, measurable plan. And here's the kicker: there's no need to reinvent the wheel. By deploying evergreen content, you can obtain consistent results without wasting energy on brand-new campaigns. Featuring guest chapters from some of the world's leading marketers, you'll learn what you're getting wrong with your copywriting and messaging, why your campaigns need a Big Idea, and how to build a list of raving fans to systematize your advertising. It's not too late to turn your advertising around and start generating revenue--your business depends on it!.