…unless it sells. George Silverman is on target in his post on the WOMMA blog. Here’s the money quote:
“I say that advertising has one overriding standard: how much it increases the likelihood that someone will buy the product. In other words, advertising is first and foremost a selling medium, not an entertainment medium. Obviously, entertaining advertising tends to be watched and talked about. That's why entertainment tends to creep in as a standard of advertising. Most of the time, professionals and amateurs judge advertising for its entertainment value. No. As an old ad said many years ago for an advertising agency, "it ain't creative unless it sells."”
There are a few companies out there that have the right idea. Crispin Porter + Bogusky is one of them. Their work has a clear call to action – to purchase. Their ads get people talking about the benefits of the product and not the entertainment value of the ad itself.
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