A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. |
Advertising doesn't create a product advantage. It can only convey it. |
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. |
Advertising isn't a science. It's persuasion. And persuasion is an art. |
All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level. |
All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level. |
An idea can turn to dust or magic, depending on the talent that rubs against it. |
Because an appeal makes logical sense is no guarantee that it will work. |
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before. |
I warn you against believing that advertising is a science. |
If your advertising goes unnoticed, everything else is academic! |
In advertising not to be different is virtually suicidal. |
In advertising, not to be different is virtual suicide. |
In communications, familiarity breeds apathy. |
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive. |