How Do You Measure Your Advertising's Success?

Entertainment or Persuasion

 

By Tim Miles, Wizard Partner

"... if you can remove the product/service/client from a funny ad and the ad still works, then it's a bad ad."

Watch this television ad.

I was glued to my screen. I laughed out loud. I forwarded it to 20 people (all of them in the advertising business, incidentally).

I'm just not sure how I see that it works - unless the client is measuring success by how many awards for cleverness their agency wins.

You could simply take out the title tag at the end and replace it with any product. How does any ad about which you can say that work?

To (probably poorly) paraphrase my partner, Roy H. Williams, if you can remove the product/service/client from a funny ad and the ad still works, then it's a bad ad.

I applaud strange, evocative images that surprise broca and bypass boredom's gatekeeper.

However, the bridge to you and your consumers' benefits is far more critical than the first mental images.

But, typically, bridges don't win awards. First mental images do.

But bridges build businesses.

 

From the Editor: If you want award winning ads, Google Advertising Agency. If you want ads that sell product, get Tim on your team.