Old Spice kicked up a lot of buzz with its recent marketing campaign, which had a strong social-media component, but when the dust settled, the campaign did little to generate sales, writes Stephen Denny. He reminds business owners that the purpose of advertising is to sell your products and services, not necessarily to entertain. "Ensure -- regardless of what you're promised -- that everything you do is pointed towards converting that casual viewer into a buyer," he advises.

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