Edinburgh-based UNIQ - which provides a business mentoring service for start-ups and small and medium enterprises - conducted an online survey, which it claimed highlighted the misplaced faith that many fledgling companies place in the power of advertising.
UNIQ co-founder, Ruth McKay, said: "We are not saying that all advertising is bad, but we are saying that any advertising rep who calls you out of the blue with a great deal should be answered with two very strong words: 'No thanks'."
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Hide AdMs McKay said she knew of countless small businesses that have been seduced into paying for advertising that was inappropriate or badly targeted.