Perhaps the most basic question, but one so many advertisers (or their agencies) over look. In a world where we are all bombarded moment to moment by advertising and messaging, doesn't it seem important that we "get to the point" with what we ask of our prospects and consumers? Does to me. But I am constantly amazed at the lack of "message" in advertising and communications that does this.
I tend to measure advertising starting with one rule of thumb. Did I get what they were trying to say or sell? Next, did they say it well? Third, did it make me want to act on it? If you cannot answer yes to one (probably should be all) of those questions, you have wasted your money. Failed. Think about it. You expect people to "take you in" all in a matter of seconds before moving on to the next thing that attracts their attention. You damn well better have your message right at the top in such a way they act.
