That Ad is So Entertaining…But Can It Sell? Who Knows

An entertaining commercial on a prime-time television show might be a good way to build a brand’s image, but a straightforward spot with a prominent toll-free phone number is the best way for a company to move inventory fast, according to Ron Bliwas, chief executive of ad agency A. Eicoff & Co., who spoke last month at Wharton. Bliwas discussed both successful and unsuccessful commercials, and blasted what he sees as overly egotistical personalities who measure success by “how many people laugh at their ads,” rather than how well the products sell.

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