What Is The Difference Between Ads That Win Awards and Ads that Generate Sales?

Have you ever seen an advertisement that was funny? Have you ever watched an ad and thought it was really cool? Or maybe you watched an ad and wondered what the heck was that? In order to understand why that is, we must first understand the types of advertising there are.

You may know some of this, however it is important to view this information from the right perspective. Take a big company like Nike or Coca-Cola. You typically see these wonderfully creative ads, sometimes they are funny, sometimes they are ok.

This type of advertisement is a General or Image advertisement. It is commonly called "Branding".

If you have a product that you want to sell and you do not have the kind of budget the big guys have, what do you do? There is another, more acountable form of advertising called Direct Response. This type of advertising is not always pretty, not necessarily funny, but it sells product.

The following quote from an advertising legend says it all:

The Lessons of Direct Response
by David Ogilvy, from "Ogilvy on Advertising"

"For all their research, most advertisers never know for sure whether their advertisements sell. Too many other factors cloud the equation. But direct response advertisers, who solicit orders by mail or telephone, know to the dollar how much each advertisement sells. So watch the kind of advertising they do. You will notice important differences between their techniques and the techniques of general advertisers."

"I am convinced that if all advertisers were to follow the example of their direct response brethren, they would get more sales per dollar. Every copywriter should start his career by spending two years in direct response. One glance at any campaign tells me whether its author has ever had that experience."

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