A Quote by Jay Chiat
But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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.
This use of advertising - to add a subjective value to the product - becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same.
Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
The product of stickers will be around for a long time, but how it gets to the consumer will change.
Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
How can I stop acting? I don't think there is a full stop. Maybe the only time I will stop will be when acting stops fascinating me. I will have to find something that fascinates me more.
The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.
We wield an enormous influence over the world through how we choose to vote and what we choose to buy. Again, it's the power of numbers. If voters hold their leaders responsible for doing something about global warming, it will get done. If most people refuse to buy products from companies that, for example, wrap products in more plastic than necessary, pretty soon the plastic wrapping will stop.
The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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.
Advertising and promotion alone will not sustain a bad product or a product that is not right for the times.
I think of Google as a set of overlapping things. It's a consumer platform, consumer phenomenon of which search is its fundamental activity, but there are many other things you can do than search... I think of Google as an advertising company who services the broader advertising industry in the ways that you know.
Of course I'm troubled by huge consumer debt levels - we've pushed consumer credit very hard in the US. Eventually, if it keeps growing, it will stop growing. As Herb Stein said, "If something cannot go on forever, it will stop." When it stops, it may be unpleasant. Other than Herb Stein's quote, I have no comment. But the things that trouble you are troubling me.
We have always tried to concentrate on the long term, and to place bets on technology we believe will have a significant impact over time. It's hard to imagine now, but when we started Google most people thought search was a solved problem and that there was no money to be made apart from some banner advertising. We felt the exact opposite: that search quality was very poor, and that awesome user experiences would clearly make money.
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