Denny's Daily Zinger: I Can't Judge Good Advertising
Good advertising judges me.
If an ad brings in orders, donors or inquiries at a predetermined "allowable cost-per-order," it is good advertising.
However, if the results of an ad cannot be measured to the penny, all the money spent on it is down the sewer.
On December 29, The Wall Street Journal ran one of those consummately dumb articles:
The Best and Worst Ads of 2013: Industry Insiders Share Their Picks for the Year's Highs and Lows.
You are invited to dip into these with the following Takeaways in mind:
- "The only purpose of advertising is to make sales."
-Claude Hopkins, Legendary copywriter
- "The object of advertising is to sell goods. It has no other justification worth mentioning."
-Raymond Rubicam, Founder Young & Rubicam
- "Advertising in the final analysis should be news. If it is not news it is worthless."
-Adolph S. Ochs, Owner, CEO, The New York Times
- "Every time we get creative we lose money."
-Ed McCabe, CEO RCA Record club
- Institutional 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.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at dennyhatch.com or contact him at firstname.lastname@example.org.