Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
Sentiment: NEGATIVE
A good advertisement is one which sells the product without drawing attention to itself.
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.
The ad in the paper said 'Big Sale. Last Week.' Why advertise? I already missed it. They're just rubbing it in.
You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.
Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.
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.
There are always protests, whether you do something good or bad. Even if you do something beneficial, people say you do it because it's advertising.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
People will make leaps of faith and get excited by your product if you just get it in front of them.
People are in such a hurry to launch their product or business that they seldom look at marketing from a bird's eye view and they don't create a systematic plan.