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The old maxim, “I know that 50% of my advertising works, I just don’t know which 50%”, attributed to various captains of industry, * is about to get a make-over, according to figures just released. It seems that the true number should be 33.69% - although, in truth, the precept, “I know that 33.69% of my advertising works” doesn’t have quite the same ring to it.

LBT Marketing Director Gary Mays has just completed an analysis of the advertising of 200 companies in the SME category. He found that this advertising generated 265,414 calls across some 1800 telephone lines and that an average company missed 16.31% of these calls. The average SME in the UK spends £63,000 a year on advertising, much of it aimed at getting the telephone to ring. That 16.31% of unanswered calls therefore means a waste of £10,275 in advertising expenditure and suggests that these companies are missing countless thousands of pounds in lost revenue.

“These statistics confirm...

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