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.”
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