There are four reasons why advertising is inappropriate for most entrepreneurs business:

1) Advertising is simply not cost-effective. Claims that it produces even marginal financial returns are usually fallacious.

2) Customer lures by ads tend to be disloyal. In other words, advertising does not provide a solid customer base for future business.

3) Dependence on advertising makes a business more vulnerable to changes in volatile consumer taste and thus more likely to fail.

4) Because a significant percentage of advertising is deceptive, advertisers are often seen by the public as dishonest and manipulative. Business that advertise heavily are often suspected of offering poor quality goods and services.