Ad Age is the principal publication for the advertising business and it regularly features some pretty interesting items and rarely gets back to some of the basics of what advertising is all about. But, you’d expect that in a magazine that speaks to people who make their living in that business.
An article reminding their agency and business readers that creative (copy, design, artwork, headlines, etc.) is usually a more important driver of results than media mix is thus a bit unexpected. Obviously some media reach an audience more efficiently than others, but were talking about what turns prospects into customers.
If you are responsible for your businesses advertising I think you’ll find Jack Neff’s article and interesting read.
