Spending money on marketing no guarantee of results

And don’t Budweiser know it! Remember that “wasssssuuup!” campaign? Well, they actually had a record drop in revenue following that.

 This is from How to Manage and Measure the Word of Mouth Revolution” by Justin Kirby -

“Throwing money at the problem doesn’t seem to help—doubling campaign budgets for established products can lead to an increase in sales of just 1-2%. And quality over quantity doesn’t seem to impact on efficacy, either—great ads don’t mean great sales, as illustrated by the award-winning Budweiser “Whassup?” campaign in 2000. Budweiser’s US market share actually dropped 1.5-2.5 percentage points during the campaign, with sales in barrels falling 8.3%—the largest revenue drop the company had experienced since 1994. ”

http://www.marketingprofs.com/6/kirby1.asp