Ad-Rule No.4 - The rule of Selling

Have you thought about why we are doing advertising?  Well, here are some of the answers you might have: to communicate a product or service to the target audience; to make known of the positioning of the product or service; for brand building; to show and apply creativity; to get attention, to win awards, etc. Your answers will also lead you to the purpose of advertising, and the true goal of advertising.

The Rule of Selling tells us that the purpose of advertising is to sell - to sell the product before you can sell the brand.  Because all that existed at the beginning was the product, if we could not sell the product in an appropriate way, we could not sell the brand, because the brand didn't exist.