How Come Your Television Commercials Are Not Working?
How Come Your Television Commercials Are Not Working?
WHAT’S WRONG WITH YOUR TV ADS?
(Why Aren’t They Working the Way You Want Them to?)
There’s an illness common to directors, videographers — and yes — even those who produce the true riches — scriptwriters.
It’s called creative-itis.
And it’s a peculiar condition that causes these folks to forget that a television commercial is a means to an end.
Creative-itis is the ego disorder of wanting people to notice a great TV ad, not a great product or service.
It usually strikes people who grew up wanting to be artists, movie stars, or Pulitzer Prize winners. Of course, when that didn’t work out, they “had to settle for advertising.”
And waste their client’s money so they can be creative.
An advertising budget isn’t there to support a bunch of starving artists. It’s supposed to support
