In this old but very important talk, advertising guru, David Ogilvy, looks at the differences between direct response advertising and general advertising. He argues that direct response advertising impacts sales and that can be measured; on the other hand, the impact of general advertising is extremely difficult to measure.

Advertising must impact sales; unfortunately, no agency or, worse, client, demands that advertising must impact sales. A lot to learn from this talk by Ogilvy.

Visual courtesy : https://www.flickr.com/photos/doug88888/