Know-How Exchange : Student Questions

It is called ROI - this was figured out a long time ago.

Dear nouchie_c,

Levon's right.

Here's a simple test. An ad that increases sales is effective. An ad that does not is not effective. It's as simple as that.

"But", cry the creatives (and I can say this because I've worked as
a graphic designer, as an art director, as a copywriter, AND as a creative director), "what about the the stunning layout, the award winning copy, and the divine photography? What about the brand?"

If those things add nothing of value to the bottom line, they don't count. The role of advertising is to raise awareness, stimulate demand, and drive sales.

This is my opinion but advertising that does all this can be said to be effective. Advertising that doesn't, isn't.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA