Advertising Crash Course

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    AngelinesAngelinesAdvertising Crash CourseAdvertising Crash Course

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    "Advertising is of the very essence of"Advertising is of the very essence ofdemocracy. An election goes on everydemocracy. An election goes on every

    minute of across the counters of hundredsminute of across the counters of hundreds

    of thousands of stores, where customersof thousands of stores, where customersstate their preferences and determinestate their preferences and determine

    which manufacturer and which productwhich manufacturer and which product

    shall be the leader today, and which shallshall be the leader today, and which shalllead tomorrow."lead tomorrow." ---- Bruce BartonBruce Barton

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    "Advertising is salesmanship mass"Advertising is salesmanship mass

    produced. No one would bother to useproduced. No one would bother to use

    advertising if he could talk to all hisadvertising if he could talk to all hisprospects faceprospects face--toto--face. But he can't."face. But he can't." --

    -- Morris HiteMorris Hite

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    "Great designers seldom make"Great designers seldom makegreat advertising men, becausegreat advertising men, because

    they get overcome by the beautythey get overcome by the beautyof the pictureof the picture -- and forget thatand forget that

    merchandise must be sold."merchandise must be sold." ----

    James Randolph AdamsJames Randolph Adams

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    "If you don't get noticed, you"If you don't get noticed, youdon't have anything. You justdon't have anything. You just

    have to be noticed, but the arthave to be noticed, but the artis in getting noticed naturally,is in getting noticed naturally,

    without screaming or withoutwithout screaming or without

    tricks."tricks." ---- Leo BurnettLeo Burnett

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    You have only 30 seconds. If youYou have only 30 seconds. If yougrab attention in the first framegrab attention in the first frame

    with a visual surprise, you stand awith a visual surprise, you stand a

    better chance of holding thebetter chance of holding theviewer. When you advertise fireviewer. When you advertise fire--

    extinguishers, open with theextinguishers, open with the

    fire."fire." ---- David OgilvyDavid Ogilvy

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    "The greatest thing to be"The greatest thing to beachieved in advertising, in myachieved in advertising, in my

    opinion, is believability, andopinion, is believability, andnothing is more believablenothing is more believable

    than the product itself."than the product itself." ---- LeoLeo

    BurnettBurnett

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    "The first thing one must do to"The first thing one must do to

    succeed in advertising is to have thesucceed in advertising is to have the

    attention of the reader. That means toattention of the reader. That means to

    be interesting. The next thing is tobe interesting. The next thing is to

    stick to the truth, and that meansstick to the truth, and that means

    rectifying whatever's wrong in therectifying whatever's wrong in the

    merchant's business. If the truth isn'tmerchant's business. If the truth isn't

    tellable, fix it so it is. That is about alltellable, fix it so it is. That is about all

    there is to it."there is to it." ---- John E. PowersJohn E. Powers

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    "A good basic selling idea,"A good basic selling idea,involvement and relevancy areinvolvement and relevancy are

    as important as ever, but in theas important as ever, but in theadvertising of today, unless youadvertising of today, unless you

    make yourself noticed andmake yourself noticed and

    believed, you ain't got nothin'."believed, you ain't got nothin'."---- Leo BurnettLeo Burnett

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    "What helps people, helps"What helps people, helpsbusiness."business." ---- Leo BurnettLeo Burnett

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    "Advertising doesn't create a"Advertising doesn't create aproduct advantage. It can onlyproduct advantage. It can only

    convey it."convey it." ---- WilliamWilliam

    BernbachBernbach

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    "The truth isn't the truth until people"The truth isn't the truth until people

    believe you, and they can't believe you ifbelieve you, and they can't believe you if

    they don't know what you're saying, andthey don't know what you're saying, and

    they can't know what you're saying ifthey can't know what you're saying if

    they don't listen to you, and they won'tthey don't listen to you, and they won'tlisten to you if you're not interesting, andlisten to you if you're not interesting, and

    you won't be interesting unless you sayyou won't be interesting unless you say

    things imaginatively, originally, freshly."things imaginatively, originally, freshly." ---- William BernbachWilliam Bernbach

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    It takes more than capital toIt takes more than capital toswing business. You've got toswing business. You've got to

    have the A. I. D. degree to gethave the A. I. D. degree to getbyby ---- Advertising, Initiative,Advertising, Initiative,

    and Dynamics.and Dynamics. ---- Ren MulfordRen Mulford

    Jr.Jr.

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    When the product is right, youWhen the product is right, youdon't have to be a greatdon't have to be a great

    marketer.marketer. ---- Lee IacoccaLee Iacocca

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    "It is insight into human nature that"It is insight into human nature thatis the key to the communicator's skill.is the key to the communicator's skill.

    For whereas the writer is concernedFor whereas the writer is concerned

    with what he puts into his writings,with what he puts into his writings,the communicator is concerned withthe communicator is concerned with

    what the reader gets out of it. Hewhat the reader gets out of it. He

    therefore becomes a student of howtherefore becomes a student of howpeople read or listen."people read or listen." ---- WilliamWilliam

    BernbachBernbach

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    "Make it simple. Make it"Make it simple. Make it

    memorable. Make it invitingmemorable. Make it invitingto look at. Make it fun toto look at. Make it fun to

    read."read." ---- Leo BurnettLeo Burnett

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    "If you can't turn yourself into"If you can't turn yourself into

    your customer, you probablyyour customer, you probablyshouldn't be in the ad writingshouldn't be in the ad writing

    business at all."business at all." ---- Leo BurnettLeo Burnett

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    "Forget words like 'hard sell' and"Forget words like 'hard sell' and'soft sell.' That will only confuse you.'soft sell.' That will only confuse you.

    Just be sure your advertising isJust be sure your advertising is

    saying something with substance,saying something with substance,something that will inform and servesomething that will inform and serve

    the consumer, and be sure you'rethe consumer, and be sure you're

    saying it like it's never been saidsaying it like it's never been saidbefore."before." ---- William BernbachWilliam Bernbach

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    "To establish a favorable and well"To establish a favorable and well--

    defined brand personality with thedefined brand personality with the

    consumer the advertiser must beconsumer the advertiser must beconsistent. You can't use a comicconsistent. You can't use a comic

    approach today and a scientist in aapproach today and a scientist in a

    white jacket tomorrow withoutwhite jacket tomorrow withoutdiffusing and damaging your branddiffusing and damaging your brand

    personality."personality." ---- Morris Hite.Morris Hite.

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    "The headline is the 'ticket on"The headline is the 'ticket on

    the meat.' Use it to flag downthe meat.' Use it to flag downreaders who are prospects forreaders who are prospects for

    the kind of product you arethe kind of product you are

    advertising."advertising." ---- David OgilvyDavid Ogilvy

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    "On the average, five times as"On the average, five times asmany people read themany people read the

    headline as read the bodyheadline as read the bodycopy. When you have writtencopy. When you have written

    your headline, you have spentyour headline, you have spent

    eighty cents out of youreighty cents out of yourdollar."dollar." ---- David OgilvyDavid Ogilvy

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    "I have a theory that the best"I have a theory that the best

    ads come from personalads come from personalexperience. Some of the goodexperience. Some of the good

    ones I have done have reallyones I have done have reallycome out of the realcome out of the real

    experience of my life, and