Advertise With a Multi-Purpose, Not Just Sales

“Most of us are used to ‘going for the order’ and, therefore, depend on a variety of proven techniques to achieve success in getting that order,” Muldoon said. “In reviewing inserts I created 30 years ago against inserts created today, strategies and tactics have not changed. While there is a lot to be said for relying on proven technique, today’s environment suggests that an advertisement needs to generate much more than just immediate sales.”