On target advertising

Ever since Volney Palmer opened the world’s first advertising agency in 1843, marketing professionals have been arguing, debating, and searching for the answer to the question. “What makes a good advertisement?” That this debate has never been settled is obvious to anyone who has ever created an ad for a client’s approval — or tried to get top management to approve a piece of copy.

Despite the billions of dollars spent by American business in creating, running, testing, and measuring advertising effectiveness, no one has discovered a magic secret that will ensure a winner every time. If such a secret existed, the person who knew it would be a multi-billionaire.

At the same time, we recognize that some ads are successful, while others are not. We see that certain companies and copywriters hit the mark more often than they miss...  while others don’t. We will explore the techniques, methods, and principles that can help improve ...(register to read more)