By Action Coach Dave Beam
We are all bombarded with hundreds of advertising messages every day. If you have been in the business of business for long, you probably have concluded that advertising is a waste of money. I only partially agree with that statement. MOST advertising is a waste of money, because most advertising is frankly – lousy. Ask the average person what makes a great ad, and they will likely tell you that it has something to do with creativity and entertainment value. Not necessarily so. I have only one measure for the quality of an ad; does it elicit a response that results in a sale?
