What is Great Advertising?

Properly practiced creativity can make one ad do the work of ten.
– William Bernbach

Great advertising sells. What sets great advertising apart, is the quality of its content: its copy.

Copy quality is highly variable and drives business performance.  By inspiring, creating, and improving strong copy, we reduce variability and improve business success.  So, how do you know whether or not an ad is great?

That is what Which Ad Pulled Best? explores.  Rather than rely on lore, opinion, and intuition, Which Ad Pulled Best? uses actual research findings to distill fact-based insights about what makes for good messaging.  Using its unique visual technique, refined from over thirty years of college classroom experience, Which Ad Pulled Best? is offered in three teaching modules (the college work book, eLearning, and on-site training) to help those interested in advertising understand the elements that contribute to an ad’s success, and answer that fundamental and very complex question, What is Great Advertising?

---

Discover the new Which Ad Pulled Best?

Which Ad Pulled Best? is now available as an eLearning platform, with expanded online access. Visit the site, join the community, and discover the principles of great advertising. See More