Ad legend Howard Luck Gossage hit on a fundamental truth, one that appears to have been forgotten by all too many ad agencies. No matter what the medium, effective advertising engages target audiences. It has to be interesting, relevant, and make a clear promise that you can solve problems or open opportunities for your prospects.
“The guy who doesn’t read your ad may be just as important as the guy who does.”
Online or in print, the sad reality is that most people who see your ad won’t read it. But your ad can still raise your profile and support your target positioning. A carefully developed headline and compelling image, sharing a common theme, can send a simple, strategic message with a single glance.