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I couldn't resist the bait. Dormonoct price, A direct marketing guy on LinkedIn posed the following question:

"Why don’t most advertising agencies pay as much attention to results as they do to their creative and the awards that they can achieve?... Don’t get me wrong, I believe that branding is important to a company, buy cheap Dormonoct, but feel like you can do both at once and achieve much more. Buy Dormonoct online cod, ... Respectfully, please help me in understanding why clever creative, especially on the Internet, is the basis of awards instead of client results."

Now, I'll be the first to say that results matter.

I run a small business: my marketing must generate new clients or my agency is toast, Buy Dormonoct Without Prescription. I also make my students explain how they'll measure the success of their ad campaigns -- and I never accept "general sales results" as an answer. We all know products with great sales but crappy ads (go Toyota Camry!), order Dormonoct from mexican pharmacy. General sales can stem from luck (e.g., Where can i buy Dormonoct online, your main competitor gets eaten by rabid gerbils), from referrals based solely on product quality, or from a killer retail location, buy generic Dormonoct. And if your campaign contains multiple forms of media (radio, Where can i find Dormonoct online, newspaper, TV, online, buy Dormonoct from mexico, etc.), Order Dormonoct, how will general sales tell you which was most effective. Buy Dormonoct Without Prescription, So a measuring we go. We conduct customer surveys and other forms of research. We put unique web addresses, order Dormonoct online c.o.d, phone numbers, Order Dormonoct no prescription, coupons and discount codes in each type of ad. We track clickthroughs and conversions online. And we read ad reviews and news in the industry publications, where can i order Dormonoct without prescription. All this feedback helps us shape more effective advertising, Buy Dormonoct Without Prescription.

Indeed, Online buying Dormonoct, I criticized Blue Moon Brewing Company (aka Coors) for not putting a web address in their expensive ad in Wired magazine. So how can I now defend ads strictly for branding only -- particularly when companies desperately need sales.

Because sometimes your brand is your primary competitive advantage.

An image-only campaign might not deliver short-term results, buy cheap Dormonoct, but over the long haul, Where can i buy cheapest Dormonoct online, it creates a stronger brand that commands higher prices and greater customer loyalty. For example, BMW's groundbreaking 2001 film series "The Hire" might not have generated immediate sales, Dormonoct pharmacy, but it helped enforce BMW's brand as edgy and aspirational. Buy Dormonoct Without Prescription, Featuring celebrities and A-list directors, these short Internet films were viewed over 100 million times in four years, won numerous awards, and established mind share in consumers (primarily young males) who could not afford a BMW at the time, but might be able to later. Dormonoct samples, Lexus might arguably make a better car, but to this day BMW generates more passion -- and commands a higher price -- among automotive aficionados.

Apple also successfully used strong image campaigns to promote the iPod + iTunes, buy Dormonoct from mexico. What kind of direct results can be traced to dancing silhouettes. Where can i find Dormonoct online, In the long term, Apple leveraged the popularity of the iPod to regain share in the coveted youth/education computer market. Apple's stock price keeps soaring, and the brand now commands over 90% of the premium computer market, Buy Dormonoct Without Prescription. Dell, Dormonoct from canadian pharmacy, the master of direct marketing and all things measurable, Where can i order Dormonoct without prescription, has seen their sales and stock price decline over the same period.

There's a reason Coca-Cola and Pepsi spend millions on image-only Super Bowl ads: they create awareness and a positive feeling toward those brands, while crushing the hell out of smaller competitors, where can i buy Dormonoct online. (RC who?) Tertiary and lower brands have to resort to steep discounting to generate sales. Rx free Dormonoct, True, these ads could include a unique web address to abet measurement -- I almost always encourage it -- but sometimes an integrated sales message is a turnoff that should be saved for another day and another medium.

And about them awards... Buy Dormonoct Without Prescription, Award shows are often rife with error. ("Titanic" as a best picture, buy Dormonoct without prescription. Are you kidding me?) That doesn't mean awards have no value. Buy cheap Dormonoct no rx, They encourage creatives to use their imaginations instead of resorting to dull, dry recitations of prices and locations that constitute most sales-oriented ads. Dull advertising hurts the entire industry because it teaches consumers to tune out or to TiVo past commercials, buy generic Dormonoct. You can put all the tracking mechanisms in the world in your ad, but if no one notices it, it won't make a sound, Buy Dormonoct Without Prescription.

When should you go image only?

Three conditions should be in place before you decide to go full commando creative:

• Your target market cares about the image of the product. I love great branding, Buy no prescription Dormonoct online, but couldn't care less about how hip and stylish cat litter is -- it just needs to work. Really. Big time, order Dormonoct. The litter could be in the ugliest packaging in the universe with ads that would put a 3-year-old on Jolt Cola to sleep, Online buy Dormonoct without a prescription, but if it keeps the feline WMD's under control, I'm a happy cat owner. Buy Dormonoct Without Prescription, The same is true of price-oriented customers: if all they want is the best deal (for, say, gasoline), the celebrity endorsement probably isn't worth the money or the ego hassle.

• You can afford it. Building a strong brand can take time and a lot of investment, with the results felt years later. If you need sales right here right now, no time to flirt or preen: focus on a strong call to action in your ads, ideally reinforced with some incentives.

• You can pull it off -- and your competitor can be outbranded. Microsoft can throw all the money it wants to at advertising, but it's wasting time and dinero trying to outbrand Apple, even with ads showing women puking.  Wal-Mart learned the expensive way that no amount of advertising could make it fashionable, so it got smart and is doing the ecological thing -- which appears to be working.

Ideally, you want your ad to promote three results: a strong brand, a media buzz, and positive consumer behavior. But even a direct marketing guy can't frown upon an image-only ad that just hits home emotionally -- kinda like how I felt when I first saw this classic (my all-time favorite commercial):

After that, I could never be satisfied with being a corporate drone -- thankfully. Does creative advertising work. Oh hell yeah.

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