New Client…wants it all

[Bill Sergio]

Hi,

You said “Simple fact is that those “display spots” do work..”

Where is your PROOF? Show me any study that proves that spot ads work? You can’t… But you can go to American Demographics magazine that publishes studiesa and find hundreds of studies showing that spots DON’T work.

There are 2 types of spots (ads that are 2 minutes or less), namely, “Display Spots” which are also referred to as simply “Spots” and Direct Response Spots which are always called Direct Response Spots and nothing else.

Advertisers are finally getting smart and realizing that spots are worthless–they spend the money on spots because they are forced to in order to satisfy their media budget minimum for distributors of retail products.

Agencies make their money by pleasing their clients and an agency really doesn’t want to sell direct response spots because they client will know immeditaely that the ads were worthless!

Half hour infomercial time is called either “half hour avails” or “infomercial time” or long format time.

You can go to American Demographics and look up the studies for yourself.

If you want to sell direct through an 800 number then spots are worthless and if you want to amke any real money in the mail order business then you won’t use any ad agency!

Bill SerGio

[Mark Suszko]

Where can I see some of this work?

[Todd Terry]

[Bill SerGio] “You said “Simple fact is that those “display spots” do work.. Where is your PROOF?”

Hmmm, strangely enough I don’t feel any real compulsion to provide you with any.. However… chiefly my proof is dozens of clients that use them successfully every day, that credit the success of their businesses to them, that see real tangible spikes in sales when they do advertise, and definite slumps when they do not.

[Bill SerGio] “Advertisers are finally getting smart and realizing that spots are worthless”

I guess that explains all those two-minute blocks of dead air that permeate television programs. How much again did they get for a :30 spot in the Superbowl?

I have no doubt that I could find “proof” (some kind of demographic studies or what ever) that “display spots” work, but I’ve got no interest in doing that and shall not bother… infomercial zealots are welcome to think as they please. The people that matter to me, my happy clients, already know they work.

It makes no difference to me if you think that spots are a waste of money… my efforts to contradict it thus far have only been to prevent the possibility of anyone else buying into this bunk. You can drink the “infomercials are the only smart advertising” Kool-Aid all you like, I’m aware I won’t sway your steadfast “spots are worthless” opinion. I don’t spend too much energy trying to convice doubters that the moon landings were real or that pro wrestling isn’t legit, either.

T2

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Todd Terry
Creative Director
Fantastic Plastic Entertainment, Inc.
fantasticplastic.com