Many ad agencies need to have a shelf full of awards to show accomplishment in creativity and to land that big account.
Without these awards on their shelf it becomes very hard to get the new big account. One problem with the “Image” advertising is its lack of accountability.
In other words, how well does it perform in relation to the expenses paid for that advertising?
In general (image) advertising, the goals are more long term and so evaluating the results on a dollars and cents basis is not always a priority.
Especially when big companies have millions to spend. This is the opposite with direct response advertising. You have probably seen direct response commercials. You know, the ones that ask you to call and have a credit card ready?
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