A Quote by Robert Benchley
I suppose that one of the psychological principles of advertising is to so hammer the name of your product into the mind of the timid buyer that when he is confronted with a brusk demand for an order he can't think of anything else to say, whether he wants it or not.
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A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable.
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Advertising is not intended to brainwash you and make you go out and buy something; that's a real simple-minded way of criticizing it. I think advertising is just designed to make you familiar with this thing, so when you go to the store... Humans like to choose things that are familiar to them; it's just normal human behavior. So I think that when you go to the store, if your brain has been hit enough times with a certain product name, you're more likely, when you're thinking, "Which tennis shoe should I buy?," to say, "Ummm... Nike."
We think we have to work because the advertising industry has elevated wants into needs. The newspapers and the television batter us incessantly with the latest "must-haves", whether that's shoes, videogames or patio heaters. As a result, mums think they "have" to work at Tesco in order to buy expensive trainers.
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Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.
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The hired journalist, I thought, ought to realize that he is partly in the entertainment business and partly in the advertising business - advertising either goods, or a cause, or a government. He just has to make up his mind whom he wants to entertain, and what he wants to advertise.
An order then should always be given not as a personal matter, not because the man giving it wants the thing done, but because it is the demand of the situation. And an order of this kind carries weight because it is the demand of the situation.
Creating demand is hard. Filling demand is easier. Don't create a product, then seek someone to sell it to. Find a market - define your customers - then find or develop a product for them.
It turns out that people - in every country in the world, there's a segment of buyer that wants the best product and the best experience. And that's what we're about providing.
A name is important. It isn't something you drop in the litter basket or on the ground. Your name is now people know you. The very mention of your name makes a picture spring to mind, whether it's a picture of clashing fists or a mighty mountain that can't be knocked down. Your name is who you are and how you're known even when you do something great or something dumb.
The song 'If I Had a Hammer' is geared toward people who don't have a hammer. Maybe before I had a hammer I thought I'd hammer in the morning and hammer in the evening. But once you get a hammer, you find you don't really hammer as much as you thought you would.
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