Is The Information Age Over?

All sales begin with some form of advertising.  To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way.  The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.

 Generally, the "ad writer" wants the prospect to do one of the following:

            a)  Visit the store to see and judge the product for himself, or immediately write a check and send for the merchandise being advertised.

            b)  Phone for an appointment to hear the full sales presentation, or write for further information which amounts to the same thing.

            The bottom line in any ad is quite simple:  To make the reader buy the product or service.  Any ad that causes the reader to only pause in this thinking, to just admire the product, or to simply believe what's written about the product - is not doing its job completely.

            The "ad writer" must know exactly what he wants his reader to do, and any that does not elicit the desired action is an absolute waste of time and money.