Adobe's Ad Baloney
"When you once get a person's attention, then is the time to accomplish all you can ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some, one to another." —Claude Hopkins
"The object of advertising is to sell goods. It has no other justification worth mentioning." —Raymond Rubicam
When you are spending money for advertising, it is imperative to close the loop—make a strong offer and have a response mechanism that allows you to measure the effectiveness of the campaign. No response means no measurement, no ROI. Wasted money.
Institutional, brand or image advertising that has no offer and gives no reason to respond is like peeing in blue serge. It makes you feel warm all over and nobody notices.
Okay, so why did Adobe blow $529,885 on the wrong message to 2.3 million people?
My bet: a scheming advertising agency—greedy for commission money—conned a consummately dumb client hoping for personal publicity into agreeing with this idiocy. Adobe stockholders should be furious.