Marketing Blurb is not a creative director. We are sometimes critical of advertising 
because we value results over creativity. (As such, we prefer direct marketing where we can measure what is really happening with target audience response.) But we are also the first to admit that creative directors can be brilliant and insightful people who understand human behavior better than we do. But brilliance is not necessarily magic—all creative work requires discipline. And if you want to understand the discipline, read this fine article by Scott G called When Ads go Bad. Scott explains the architecture of advertising with steps you can understand like this:
- What are you actually selling?
- To whom are you selling it?
- What are their hot buttons?
- Where are they when we can reach them?
- What do you want them to do?
We want to thank Dan Smith at Know More Media for bringing this article to our attention.
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