It holds a great truth for advertising professionals, too. That’s everything and the kitchen sink, too.ĭavid Ogilvy said, “Strategy is sacrifice.” That means knowing what to keep and what to let go so the strategy or the ad is focused and, in a word, simple.Įconomists understand the law of diminishing returns.
The list is long and everything must go in the ad. a FAX!), free case studies or demos, social media links, industry certifications and logos, customer testimonials. Sometimes an advertiser has a list of important features and benefits for the customer, multiple telephone numbers (even a fax number…. The last thing you want to do is screw it all up with an ad that tries to do too much – what I like to call the “kitchen sink” approach. The ad has to appear in a medium the customer visits, so they can actually see it. The message must persuade the target audience to do something or take some action. So many things have to go right for an ad to work.
