If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.
Sentiment: NEGATIVE
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.
Advertising at its worst will be killed by the Internet. And rightly so.
I watch TV more than I used to, and the commercials don't impress me. The standard of execution is very high, but the standard of ideas is appalling.
It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.
It's kind of debatable whether or not the advertisement model is effective. Like whether Nielsen works.
Campaigns fail if they waste resources courting voters who are unpersuadable or already persuaded. Their most urgent task is to find and persuade the few voters who are genuinely undecided and the larger number who are favorably disposed but need a push to actually vote.
Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
I'm not against T.V. advertising for campaigns, but we need to emphasize field campaigning much more than we do.
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