Advertising

If an ad doesn't generate sales, is it still a good ad?

Yes, if the ad generates interest and awareness and if it is related to other direct response mechanisms such as direct mail, couponing or websites. Many ad agencies forget this important connection.

Advertising is the most expensive yet least understood marketing vehicle. DMc Enterprises president, Dave McIndoe, has spent more than 25 years producing ads on the agency side and buying ads on the client side. He weighs in below with answers to five most common errors advertisers make.