Shouldn't All Ads Sell?

I read an interesting article recently, about one of the Ad Industry's newest, and most controversial awards. Why the controversy?  This recognition was awarded for the ads which do the best job of selling. I wonder if client ROI-focused shareholders also thought that expectation to be so controversial?  Of course the goal of any ad is also to reinforce brand integrity, maintain brand image, enhance the brand's long term viability, etc. This being said, the ultimate goal is for the ad to actually SELL. Or at least, measurably move the consumer along the continuum towards the sale. And, yes, this movement, or lack thereof, is now measurable, within our mobile advertising era. This goes for every marketing touchpoint. That includes TV, print, in-store, out-of-home, radio, social, web, conference signs, etc. Even a brand's brochures & business cards. If marketing monies are being spent on it. Then it oughta be ROI measurable, in terms of its sales impact. This is particularly important in today's ADD world of marketing, within which the marketer may get only one crack at reaching, engaging, and purchase-influencing the consumer. We've all heard the commonly accepted theory that "we must reach the consumer 8 times before the consumer takes purchase action." Yep. Used to be that way. But, unfortunately, 8 times may simply never happen today, with the consumer's increasingly allergic reactions to most intrusive & interruptive ads. And major retailers, are no longer in the mood to wait-wait-wait, for this mythical 8th time to happen. Their shelf space, is far too ROI valuable.  Thus, if we may only get this one shot at the consumer, why not make it our best shot? With the most engaging, brand-enhancing content---while also providing the consumer with the ability to act. Right now. Once engaged, and stimulated to act. Why not? And that goes for all marketing touchpoints. Yes. All of them. This is now possible, and may soon be the norm, in our opinion. These 5" inch screen 4G enabled smartphones have changed the marketing game. Permanently. Its about time.