This graphic quote from Ad Teachings says it all.
It’s why I so frequently carry-on about the importance of a hook, or a schtick, or as I like to call it, a tentpole.
You gotta get the ad not only noticed, but remembered — stuck inside the mind of listener/reader/viewer.
The goal is for the prospective customer to know, like, and trust your company BEFORE they have need for you.
That could be accomplished through legendary feats, great PR, and word of mouth, all multiplied by lots and lots of time.
Or you could use advertising to accelerate that process.
But advertising only works if people notice your ads in the first place.
So if your ads aren’t working like they should, ask yourself if they have a tentpole.
You should be like the little old Wendy’s lady: where’s the big idea?
And if your advertising agency can’t answer the question, maybe it’s time for a new ad agency.