A Quote by David Droga
I set up Droga5 because I really believe in the power of advertising. But I believe in the power of advertising that's in synch with what consumers want.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.
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.
In college, I majored - I can't believe there is such a thing - in advertising. And I worked in advertising and PR for a while, and I liked it.
If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.
Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.
What is true is that the idea of power corrupts. Power corrupts most rapidly those who believe in it, and it is they who will want it most. Obviously, our democratic system tends to give power to those who hunger for it and gives every opportunity to those who don't want power to avoid getting it. Not a very satisfactory arrangement if power corrupts those who believe in it and want it.
I'm a photographer and my pictures are used in advertising campaigns. But I don't do advertising. Do you hear me? I take pictures. I'm not an advertising agency. I'm not an advertising man.
We tell the for-profit sector, 'Spend, spend, spend on advertising until the last dollar no longer produces a penny of value,' but we don't like to see our donations spent on advertising in charity. Our attitude is, 'Well look, if you can get the advertising donated (at four o'clock in the morning) I'm okay with that, but I don't want my donation spent on advertising, I want it to go to the needy,' as if the money invested in advertising could not bring in dramatically greater sums of money to serve the needy.
The counsel on public relations is not an advertising man but he advocates for advertising where that is indicated. Very often he is called in by an advertising agency to supplement its work on behalf of a client. His work and that of the advertising agency do not conflict with or duplicate each other.
I still believe in the power of forgiveness. I believe in the power of redemption. Today I manned up and tried to accept responsibility for the errors of my ways. And I still believe in the resurrection.
Advertising holding companies used to boast about their share of the advertising market. Now they are proud of how much of their business is not in advertising.
[My father did] advertising. That's why I got into this business. I think because we're really boxes of soap - actors and singers. You're artists, but in the public eye it's a matter of advertising.
One thing is certain: That is that the power of belief, the power of thought, will move reality in the direction of what we believe and conceive of it. If you really believe you can do something, you can. That is a fact.
We're taught Lord Acton's axiom: all power corrupts, absolute power corrupts absolutely. I believed that when I started these books, but I don't believe it's always true any more. Power doesn't always corrupt. Power can cleanse. What I believe is always true about power is that power always reveals.
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.
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