I ask because of the number of sales people and companies I see advertising what they think is the most important thing in their ad's... their name!
As a salesperson and business owner I love seeing my name in print. it boosts my ego. The problem is nobody has heard of me or my company and my name doesn't mean a thing to them.
In any form of advertising the most important thing is what your product or service does for the buyer!
As an example, I'm a copywriter but what's important is that what I write about your product or services makes sales. So my headline in an ad would read "How to Sell More Faster and Cheaper." The double benefits are more sales and saving money.
What do you think? What's the most important part of an ad to you?