—
UNDER:creativity
July 7th, 2008
Nobody reads copy
If many in our industry are to be believed, copy is somewhat of a optional extra when it comes to marcoms. Or maybe a necessary evil. To be tolerated as long as it doesn’t exceed 30 words or so. Of course you see this most in advertising which has become increasingly image-led over the years. Direct mail still resists, bolstered by the mountains of evidence that copy drives response. And then there’s web.