Building an Image.... or making an Immediate Sale. Which to choose in your advertising?

I wrote:

> Perhaps a good example [of image-building ads] are
> [David Ogilvy's] "Schweppes" ads, which featured
> the president of Scheppes at the time,
> Commander Whitehead - who had a very
> distinctive look about him. (I don't have
> sales figures off-hand though - I'm sure
> I've read somewhere the sales jumped
> significantly, but I'll have to try to find
> the exact details.)

Just for the sake of completeness - apparently, the Schweppes ad campaign mentioned above increased Schweppes sales in the USA by 517 per cent over a five year period. (From "Confessions of an Advertising Man" by David Ogilvy, p. 69.)

We'll revisit the topic at a later time....

- Dien