It is amazing how many advertising account executives there are and it is amazing that we even allow them to call themselves advertising account executives because it almost sounds like they are seasoned executives who specialize in advertising and know something that we do not. That is to say most advertising account executives are nothing more than salespeople who have the gift to gab and no real skills in advertising or experience to back up the expert advice that they purport.

So often, an advertising account executive will come into a business and explain to the storeowner that if they do not advertise they will never achieve their sales goals. Such a blunt statement may be true in some regards, however that is not to say that only their particular advertising that they happen to be selling today is going to do the trick either.

If you ask an advertising salesperson what type of advertising you should produce you will should not be surprised to find that if they sell newspaper advertising they will recommend a double truck full page ad in the center of the newspaper or buying the entire back page; why you ask? Because these are the most expensive and they will get the highest commission.

Advertising account executives will also say it takes time for their advertising to work. In other words you need to advertise for a long period of time to get the proper results. This guarantees ongoing money from you and commissions for them. Perhaps it is time that all business owners tell all advertising account executives; do not tell me; show me.