Salesmanship in print. That's the definition of advertising. Sadly, many copywriters get so caught up in making "cutesy", witty, or so called funny ads to impress their peers, that they lose focus on their goal. Which is, helping their company grow by driving in sales or leads.
I am a firm believer in creating advertisement (and products) that are accountable. With the rising media costs, it's vital to have a copywriter who understands the importance of ROI. You need to produce ads that yield measurable results.
Unless you are