I've read your post a number of times. And it's clear there is no discussion here.

Benefit laiden copy which entices to buy by using emotional triggers, you call a good Image Building ad.

Image Building ads which don't work (and they don't work) you call bad Image Building ads.

In fact, based on your post, ALL marketing and advertising is Image Building - it's just some works and generates sales and some doesn't.

If it educates (pictures or text)... it's image building.

It it uses emotional triggers (Pictures or text)... it's image building.

Everything that makes direct marketing pieces work, you call image building.

I will say this though...

You said it takes time for image building ads to work (which sort of goes against your arguments)...

I say they are untrackable.

Nevertheless... you run your image building ad for twenty five years and I'll run my direct sales piece for twenty five years - making adjustments to track its performance - and lets see who is infront at the end. Just when your image building ad is starting to work (assuming you still have funds left to actually have a product available), I'll be a billionaire and probably buy your company because it has no sales and such a poor performance it will be going cheap.

Then again, you'll just claim my direct sales piece is, in fact, image building.

Perhaps, now might be a good time to please explain what YOU mean by Image Building and a Buy It Now ad.

Michael Ross