There is a direct correlation between good creative advertising and sales. It’s like a recipe. If you don’t believe me, check out the Gunn Report.
2. For the talk power
People talk about good ads. They bring them up in dinner conversations and on the bus. They email them to their friends. They become a part of our culture. The more people like the ad, the more free advertising you get, and the more you save on your media costs, the closer we get to point 1.
3. For the press
Awards get a lot of press. Full-page articles are written about good campaigns and great campaigns become the stuff of textbooks, annuals and magazines. Press beats advertising any day, mostly because it’s free. And the more you save, the closer we get to point 1.
4. For the bragging rights
That’s right, having a wicked ad campaign is cool. Your friends will think you are cool and even better, they’ll think your product is cool. The cooler people think your product is, the more they buy it, and the closer we get to point 1.
5. To get better staff
This works for advertising agencies and I’d bet good money that it works for outlets as well. People take pride in working somewhere that is cool. Just look at Diesel, or Nike, or Mini. An award-winning ad will bring you better staff. And the better, and happier, your staff, the more they sell and the closer we get to point 1.
2 comments:
"Press beats advertising any day, mostly because it’s free."
Ah, the age-old debate rages on. Don't you think perhaps press beats advertising because it's trustworthy?
You may have a point there, my anonymous journalist friend.
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