A slideshow presentation by Ian Mason. He spoke everything and only used the slides for a reference, so I just inserted slides with roughly what he said often.

1. IAI ADS ALL ADS CREATED BY IAN MASON! NOTE: KEEP A NOTEPAD AND PENCIL HANDY—YOU JUST MIGHT LEARN SOMETHING VALUABLE!

2. “ You can’t save souls in an empty church” David Ogilvy

4. or, Four Easy Ways to Make Better Ads.

5. If nobody remembers your ads, then they won’t remember your product.

6. Memorability

8. Memorability Simplicity

9. Memorability Simplicity Insight

10. Memorability Simplicity Insight Benefit

11. Memorability Simplicity Impact Insight Benefit

12. Simplicity

14. “ Any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.” Leo Burnett

18. Simplicity

20. Simplicity

22. Simplicity

24. Simplicity

26. Insight

28. “ I hear and I forget. I see and I remember. I experience and I understand” Confucius

29. Insight

31. Insight

32. Insight

34. Insight

36. Insight

38. Benefit

40. “ Customers buy for their reasons, not yours.” Orvel Ray Wilson

41. Benefit

43. Benefit

44. Benefit

46. Benefit

48. Benefit

50. Benefit

52. Benefit

54. Impact

56. “ A good idea, relevance and benefit are as important as ever. But with all of the ads out there today, unless you get noticed, you ain’t got nothing” Leo Burnett

58. Impact

59. Impact

60. Impact

61. Impact

62. Impact

64. Impact

66. Impact

68. Impact