“What is a good advertisement? There are three schools of thought. The cynics hold that a good advertisement is an advertisement with a client’s OK on it. Another school accepts Raymond Rubicam’s definition, ‘The best identification of a great advertisement is that its public is not only strongly sold by it, but that both the public and the advertising world remember it for a long time as an admirable piece of work … ‘ I have produced my share of advertisements which have been remembered by the advertising world as “admirable pieces of work,” but I belong to the third school, which holds that a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, ‘What a clever advertisement,” the reader says, ‘I never knew that before. I must try this product.’ – David Ogilvy in Confessions of an Advertising Man
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3 comments
Peter Thomson
March 2, 2009 at 5:46 pm
An interesting issue, with our clients we sometimes define a good advertisement by the “Did it sell more widgets?” test. Admittedly, a somewhat short term view. But one that does bring clarity of purpose to your branding.
Phill Barufkin
March 11, 2009 at 5:53 pm
A provocative topic and one I ponder each time I develop an ad or marketing program for my clients. At the end of the day, if we don’t execute marketing that sells our clients products, then we aren’t doing our job.
Hoo See Kong
March 12, 2009 at 12:17 am
If you are looking for an ad agency to advertise your products or services, would you look for one with a lot of creative awards, OR seek recommendation from other companies on one that helps to build revenue and profit?
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