There are:

1/ direct-response, or “conversion” ads
2/ creative, or what David Ogilvy called “general” ads

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The difference?

Direct-response ads are intended to compel immediate action.

For example, an infomercial: it piles on the benefits then uses urgency and scarcity tactics to make you order right away. 

Creative ads are meant to move you in a way you won’t soon forget.

For example, a Super Bowl spot: it uses humor or novelty or sensationalism to live in your subconscious until you’re presented with a buying opportunity (at which point the emotion you felt when you watched it comes back and influences you). 

The goal of all advertising is compel action. 

The difference is when that action takes place.

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