Time 1: When you’re going to spend more than $100,000 on a newspaper ad, it’s probably worth spending a few hundred bucks to write a good one.
In case you’re having trouble reading the small white print against the faded blue background, here’s an excerpt, "It’s time to truly experience high definition. It’s time to finally understand what 1080p really means. The Blu-ray® Disc way. The Sony Way." I won’t even try to decode the headline.
Time 2: When you are only spending $50 on a Google AdWord or $100 on a direct mail campaign, if it works, it’ll pay for itself. And then you can buy more.
Either way, copy pays.