The varying quality in advertising of companies is plain to see when you are in America. Because of the amount of private, family owned business that are in the country, the effectiveness of promotion takes a hit. To cut costs there has been a lot of self designing for a company and print work, which is a little bit higher than the qualities of word art. I suppose this is necessary though because of the size of a family business, they may feel that a small business does not need to use a designer to attract a small market in their local area. There are exceptions to this rule however, Zabars is a NY bakery which has been able to market itself extremely effectively because of the history that revolves around the brand and the unique types of food that they sell, they are now a NYC institution.
There are companies which think that pumping a lot of money into their advertising will help to improve the quality of the campaign, which is not always the case. Heinken's recent campaign I feel is a perfect example of a global brand which promotional material is not putting across the desired message to their customers.
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