Through the budget squeezing economic downturn, and new global trends, companies must return to ROI metrics and an attitude of diligent optimisation for higher marketing performance.
Gone are the days (at least for now) of splashing money on expensive untrackable broadcast advertising.
With my one hundred year background experience taken from studying the history of direct response advertising (mail order, direct mail, and print advertising)…my position on 'creative' advertising is this:
Combining an accurate well researched copy platform with the right mix of campaign execution, is far different from being 'creative'.
More on My Position on Creative Advertising
Originally posted 2008-08-13 18:58:47.
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Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.
