ABSTRACT
I have had the good fortune to be an occasional judge for the ARF Ogilvy Awards program and the further benefit of being involved in other successful advertising campaigns. There have also been opportunities to witness the development of less successful campaigns. These, too, have been instructive about what is and is not present in a successful advertisement. This chapter provides an opportunity to share a few observations about what does and does not seem to contribute to ads that engage consumers and successfully motivate their purchase behavior. In the interests of space, particular campaigns are not referred to in detail although it is evident from reading earlier chapters that my comments are rooted in the practices found in those exemplar campaigns.
