One advertising theory that has always stuck with me is that if a campaign does not increase sales, it’s not good advertising. It’s a fundamental idea that everyone in advertising should follow. Unfortunately, much of advertising has strayed from this and taken the idea of entertainment in higher regard than selling the product (or service).
The overall goal of brand advertising is the same. It’s one thing to get a reaction from someone on how hilarious they think a commercial is or how much they love it, but it’s entirely different to get a response and drive sales at the same time.
image courtesy of adage.com
Campaigns can be entertaining while increasing sales, but the latter has to be there at some point for it to be good advertising. A perfect example of a campaign that is highly entertaining (at least in my opinion) and shows results is the “Most Interesting Man in the World” campaign for Dos Equis. A recent article in Advertising Age explains its success in further detail.
I don’t always flaunt advertising campaigns on this blog, but when I do, I choose Dos Equis.