The Fine Art of Advertising: A Q&A with Payne Ratner
Payne Ratner is a copywriter for Strategic Media, Inc. With 25 years of ad writing experience, he has written for print, television, and radio, and has worked with national brands including Vistaprint, eHarmony, and Shari’s Berries. He is also a fiction writer, playwright, and actor. He holds an MFA in Fiction from the Stonecoast M.F.A. in Creative Writing Program and was the winner of The New Guard’s Machigonne Fiction Contest. Read More
The goal of direct response advertising is to motivate consumers to act. Metrics like cost per lead and cost per acquisition measure the effectiveness of an ad at achieving that goal.
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What can cognitive science tell us about creating effective direct response radio ads? A lot, according to Indiana University’s Dr. Rob Potter.
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