A Quote by Claude C. Hopkins
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Related Quotes
Uselessness is a fatal accusation to bring against any act which is done for its presumed utility, but those which are done for their own sake are their own justification.
People who don't pay attention to the question of justification are often rather uninteresting, in my opinion. I am most fascinated by characters who struggle with the demands of justification.
Wikipedia, a nonprofit, is an enormously popular website but has managed to operate without advertising. And, you know, maybe it's a little simpler than Google and YouTube, but it does show there's another way.
Most innovation is not done by research institutes and national laboratories. It comes from manufacturing - from companies that want to extend their product reach, improve their costs, increase their returns. What's very important is in-house research.
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
I do think the best thing for companies like Google and Facebook, if they are afraid of this ethical trap of advertising, is they should start letting people pay who want to pay and avoid some of the advertising.
It's unwise to pay too much, but it's worse to pay too little. When you pay too much, you lose a little money - that's all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can't be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.
I left 'Saturday Night Live' without a film to go to, and I'd filmed 'Old School' while I was in my last season of the show, and that hadn't come out yet. I was a free agent, in a way, but I knew it was time to leave the show and test the water.
You may have heard that Donald Trum has long refused to release his tax returns, the way every other nominee for president has done for decades. You can look at 40 years of my tax returns. I think we need a law that says, if you become the nominee of the major parties, you have to release your tax returns.
There would be plenty of justification to raise revenues in order to subsidize businesses that employ low-wage workers. But there can be no justification for pandering to the economy's entire bottom half merely to attract its votes.
In a way, advertising, for all its shallowness, its love of design, its modishness and its self-justification, is curiously innocent. The idea of the hidden persuader or the manipulator is largely absurd.
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print.
Michael Flynn, national security adviser, [his reaction] to the Iranian missile test the other day was very frightening. Now the missile test is ill-advised, they shouldn't have done it. But it's not in violation of international law or international agreements. They shouldn't have done it. His reaction suggested maybe we're going to go to war in retaliation.
'Ragtime' was the most magical show that I've done. I had an incredible experience with that, with the show itself, with the cast, with the audience. The response to that show - my God, it really blew me away, the reactions to that show, the way it changed their lives and altered their thinking, their own self-discovery.
Investing in [children] is not a national luxury or a national choice. It's a national necessity. If the foundation of your house is crumbling, you don't say you can't afford to fix it while you're building astronomically expensive fences to protect it from outside enemies. The issue is not are we going to pay - it's are we going to pay now, up front, or are we going to pay a whole lot more later on.
The fact is that much of advertising's power comes from this belief that advertising does not affect us. The most effective kind of propaganda is that which is not recognized as propaganda. Because we think advertising is silly and trivial, we are less on guard, less critical, than we might otherwise be. It's all in fun, it's ridiculous. While we're laughing, sometimes sneering, the commercial does its work.
Related Authors
Bill Gates Quotes
American
Businessman
Charlie Munger Quotes
American
Businessman
Dieter F. Uchtdorf Quotes
German
Businessman
Henry Ford Quotes
American
Businessman
Jim Rohn Quotes
American
Businessman
Joseph B. Wirthlin Quotes
American
Businessman
Mark Cuban Quotes
American
Businessman
Mark Zuckerberg Quotes
American
Businessman
Peter Drucker Quotes
American
Businessman
Richard Branson Quotes
British
Businessman
Russell Simmons Quotes
American
Businessman
Sam Altman Quotes
American
Businessman
Steve Jobs Quotes
American
Businessman
Tom Peters Quotes
American
Businessman
Walt Disney Quotes
American
Businessman
Warren Buffett Quotes
American
Businessman