This presentation takes a closer look at what ad agencies consider “good” advertising, how they interpret “concept,” and why the web designer's notion of “proof of concept” is completely nonsensical in the world of advertising. I examine some successful campaigns and some award-winning campaigns -- these are not necessarily the same thing -- and explain why these are admired by so-called “creatives” at ad agencies. I also explore why advertising creatives despise web types in general and usability folks in particular. You’ll discover why stuff that “works” on screen doesn’t work in print ads -- and vice versa. And I dispel some of the popular myths about advertising, such as “all advertising is good advertising.”
18. We can’t expect ad agencies to understand how we think
until we understand how they think
19. Three ways that guarantee
we lose our place at the table
Insisting we invented user research
Misunderstanding “concept”
Humiliating established art directors
20. We all know that Jakob invented user testing...
42. “The secret of all effective originality
in advertising is not the creation of
new and tricky words and pictures,
but one of putting familiar words
and pictures into new relationships.”
Leo Burnett