The Incompetence of General Ad Agencies
Vin Gupta knew exactly what he was doing while America’s top advertisers and their smartypants agencies blew zillions of dollars showing off to each other and wound up not knowing squat.
“It’s the Offer, Stupid.”
In point of fact, any of those 30- or 60-second Super Bowl ads—or any other TV spots—could devote the last five seconds to the visual of a Web address and make a quick down-’n’-dirty offer. “Save $2” on Coca-Cola … “Free Barbecue Cookbook” from Budweiser” … “$2,000 rebate and free Bose car stereo” from Toyota.
This would have brought in some feedback directly to the advertiser. No, it’s not perfect, but it beats by a long-shot the business of total reliance on a third party’s electronic analytics—which could be deeply flawed—to guess whether you are successful or not.
Further, in this epoch of viral advertising, Web and TV ads are forwarded all over the Internet and reside on YouTube. The use of the offer extends the reach and effectiveness of your message and incrementally improves your ROI.