A Quote by David Ogilvy
I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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Sometimes, the advertising is better than the product. Nothing kills a bad product faster than good advertising. Everyone tries the thing and never buys it again.
I had a friend who was the King's surgeon in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it." It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience.
Facebook, when it began, like Google, was very resistant to advertising. They knew, like all - Mark Zuckerberg, like all good engineers, knew that advertising makes the product worse. But, you know, over time, they've been forced to increase the advertising load more and more and more. And the way they advertise is they - it's subtle but they know everything, you know, about everybody on the site.
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
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.
Trump doesn't need to spend a dime to get his message out. Trump doesn't have to run an ad. Trump doesn't have to run a series. He doesn't have to pay people to show up. He doesn't have to buy TV advertising, because he gets more coverage than the combined advertising the rest of the Republicans could buy. And aside from the overwhelming, significant upset that is, the very fact of all that ticks them off. Donald Trump has direct access to his supporters. And you know who gives it to him? The media.
For any company whose business model is advertising, or engagement-based advertising, meaning they care about the amount of time someone spends on the product, they make more money the more time people spend.
The faults of advertising are only those common to all human institutions. If advertising speaks to a thousand in order to influence one, so does the church. And if it encourages people to live beyond their means, so does matrimony. Good times, bad times, there will always be advertising. In good times, people want to advertise; in bad times they have to.
Mahalo's business model is advertising. Yahoo, Google, Ask, AOL and MSN are all advertising-based. So I don't see anything wrong with advertising-based search.
Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
There are huge advertising budgets only when there's no difference between the products. If the products really were different, people would buy the one that's better. Advertising teaches people not to trust their judgment. Advertising teaches people to be stupid.
All the people who run agencies, all the important people in agencies have taken communication courses, marketing courses, advertising courses, and courses basically teach advertising as a science, and advertising is so far from a science it isn't even funny. Advertising is an art.
The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.
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 effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
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