Heidi Cohen wrote
this great post a couple of weeks ago regarding some marketing tips from the giants of advertising. These gurus have all passed, but their collective wisdom lives on. Even though much of it is from another time and a different world, it still holds true today.
Tip #1
-
"Advertising ought to work by telling you what it
is you want to tell, you should understand what you want us to do, what
you want us to think, where you want us to shop." — Jay Chiat: founder of the Chiat/Day Agency, known for it's Apple Computer and Energizer Bunny campaigns.
Tip #2
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." — Peter F. Drucker: one of the best-known and most widely influential thinkers and writers on the subject of business management theory and practice.
- Tip #3
"[Brands] establish contact with the subconscious
of the consumer below the word level. They do this with visual symbols
instead of words … They communicate faster. They are more direct. There
is no work, no mental effort. Their sole purpose is to create images and
moods." — Rosser Reeves: a pioneer in television commercials with campaigns for Bic pens, Minute Maid orange juice, M&M candies, and Colgate toothpaste, and supposedly the model for the Don Draper character in Mad Men.
- Tip #4
"The headline is the ‘ticket on the meat.’ Use it
to flag down readers who are prospects for the kind of product you are
advertising." — David Ogilvy: founder of the giant Ogilvy and Mathers Advertising Agency and said to be the "godfather of modern advertising."
- Tip #5
"Just be sure your advertising is saying something
with substance, something that will inform and serve the consumer, and
be sure you’re saying it like it’s never been said before." — William Bernbach: co-founder of the DDB Agency, with notable campaigns like We Try Harder for Avis Car Rental, Mikey for Life Cereal, You Don't Have to be Jewish to Love Levy's for Levy's Rye Bread, and It's so simple for Polaroid.
- Tip #6
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief. — Leo Burnett: the advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger, and named by Time magazine as one of the 100 most influential people of the 20th century.
- Tip #7
"Any seeming deception in a statement is costly,
not only in the expense of the advertising but in the detrimental effect
produced upon the customer, who believes she has been misled." — John Wanamaker: one of the creators of the department store, and considered by some to be the father of modern advertising and a pioneer in marketing.
These 7 men made their clients and shareholders wealthy years ago, and would do so today in our Music 3.0 world. Their insight is timeless.
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4 comments:
Good post Bobby, great information inside.
I don't get what "Ticket on the Meat" means. :(
When you go to the grocery store, there's always a piece of paper on the meat that tells you have much it is. That's the "ticket on the meat."
Your blog has been saved to my favourites and I have also shot out a tweet to my friends – look forward to reading more posts in the future!
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