how the advertising industry thinks
Post on 18-Oct-2014
3.594 views
DESCRIPTION
This presentation takes a closer look at what ad agencies consider “good” advertising, how they interpret “concept,” and why the web designer's notion of “proof of concept” is completely nonsensical in the world of advertising. I examine some successful campaigns and some award-winning campaigns -- these are not necessarily the same thing -- and explain why these are admired by so-called “creatives” at ad agencies. I also explore why advertising creatives despise web types in general and usability folks in particular. You’ll discover why stuff that “works” on screen doesn’t work in print ads -- and vice versa. And I dispel some of the popular myths about advertising, such as “all advertising is good advertising.”TRANSCRIPT
![Page 1: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/1.jpg)
How the ad industry thinks
Eric ReissIA Summit
25 March 2007Las Vegas, Nevada
A politically incorrect review
![Page 2: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/2.jpg)
Jacques Séguéla
![Page 3: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/3.jpg)
“Don’t tell my mother I work inan advertising agency. She thinksI play piano in a whorehouse.”
Jacques Séguéla
![Page 4: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/4.jpg)
Big Al’s Brothel(one flight up)
![Page 5: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/5.jpg)
ad· ver· tiseverb
1 : inform, notify2 : to call public attention to esp. in order to sell
![Page 6: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/6.jpg)
A brief history of advertising
![Page 7: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/7.jpg)
where the best cloth is woven to your desires,a whole gold coin is offered”
“For the return of my slave to the shop of Haputhe Weaver,
![Page 8: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/8.jpg)
A brief history of advertising
![Page 9: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/9.jpg)
Tactical Strategic
Technical issues
Business issues1996
![Page 10: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/10.jpg)
Tactical Strategic
Technical issues
Business issues1999
![Page 11: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/11.jpg)
![Page 12: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/12.jpg)
Tactical Strategic
Technical issues
Business issues1999
![Page 13: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/13.jpg)
Tactical Strategic
Technical issues
Business issues20042005-6
![Page 14: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/14.jpg)
![Page 15: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/15.jpg)
Business analysts understand the boxes.
But only we understand the arrows.
![Page 16: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/16.jpg)
![Page 17: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/17.jpg)
![Page 18: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/18.jpg)
We can’t expect ad agencies to understand how we thinkuntil we understand how they think
![Page 19: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/19.jpg)
Three ways that guaranteewe lose our place at the table
Insisting we invented user research
Misunderstanding “concept”
Humiliating established art directors
![Page 20: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/20.jpg)
We all know that Jakob invented user testing...
![Page 21: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/21.jpg)
1925
![Page 22: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/22.jpg)
![Page 23: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/23.jpg)
John Caples
1932 >
![Page 24: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/24.jpg)
“Accept nothing as true aboutwhat works best in advertisinguntil it has been scientificallytested.”
John Caples
![Page 25: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/25.jpg)
OK. But we really understand research, don’t we?
![Page 26: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/26.jpg)
1908
![Page 27: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/27.jpg)
![Page 28: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/28.jpg)
Claude Hopkins
1930 >
![Page 29: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/29.jpg)
“Talk to the people who are goingto buy your product. This is thefirst step in any successful campaign”
Claude Hopkins
![Page 30: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/30.jpg)
Well, B.J. taught us about trustbuilding ...
![Page 31: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/31.jpg)
1960
![Page 32: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/32.jpg)
1962 >1983 >
David Ogilvy
![Page 33: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/33.jpg)
“What really decides consumersto buy or not to buy is the contentof your advertising, not its form.”
David Ogilvy
![Page 34: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/34.jpg)
A few other advertising legends ...
![Page 35: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/35.jpg)
Rosser Reeves
“Find the USP.”
![Page 36: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/36.jpg)
Leo Burnett
“Find the drama.”
![Page 37: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/37.jpg)
Bill Bernbach
“Tell the story”
![Page 38: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/38.jpg)
Meet the Mattel See ’n Say
![Page 39: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/39.jpg)
![Page 40: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/40.jpg)
problem ?
Jeez, Eric, what’s the
![Page 41: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/41.jpg)
Awareness
Interest
Desire
Action
AIDA
![Page 42: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/42.jpg)
“The secret of all effective originalityin advertising is not the creation ofnew and tricky words and pictures,but one of putting familiar wordsand pictures into new relationships.”
Leo Burnett
but one of putting familiar wordsand pictures into new relationships.”
![Page 43: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/43.jpg)
Winter landscape(see ’n say)
![Page 44: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/44.jpg)
Scene of the crime(effective juxtaposition)
![Page 45: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/45.jpg)
What makes the See ’n Say the lowest form of advertising?
It relies on an eyecatching irrelevancy!
![Page 46: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/46.jpg)
![Page 47: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/47.jpg)
![Page 48: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/48.jpg)
![Page 49: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/49.jpg)
![Page 50: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/50.jpg)
![Page 51: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/51.jpg)
![Page 52: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/52.jpg)
![Page 53: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/53.jpg)
![Page 54: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/54.jpg)
The Australian tourist board understandswhat the chamber of commerce doesn’t
![Page 55: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/55.jpg)
Forcing a see ’n say
![Page 56: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/56.jpg)
![Page 57: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/57.jpg)
![Page 58: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/58.jpg)
![Page 59: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/59.jpg)
![Page 60: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/60.jpg)
See ’n Say is acceptable for illustrations
(but only just)
![Page 61: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/61.jpg)
![Page 62: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/62.jpg)
![Page 63: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/63.jpg)
![Page 64: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/64.jpg)
See ’n Say is fine for logos
(because they are icons)
![Page 65: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/65.jpg)
![Page 66: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/66.jpg)
![Page 67: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/67.jpg)
![Page 68: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/68.jpg)
Babies, boobs, and beagles
(the three not-so-secret weapons of bad advertising)
![Page 69: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/69.jpg)
![Page 70: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/70.jpg)
![Page 71: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/71.jpg)
![Page 72: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/72.jpg)
![Page 73: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/73.jpg)
For art’s sake...
![Page 74: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/74.jpg)
![Page 75: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/75.jpg)
![Page 76: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/76.jpg)
Tell the story
Find the drama
![Page 77: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/77.jpg)
![Page 78: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/78.jpg)
Photo courtesy of Mark Hurst
![Page 79: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/79.jpg)
![Page 80: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/80.jpg)
![Page 81: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/81.jpg)
![Page 82: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/82.jpg)
![Page 83: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/83.jpg)
Apogee – a lesson learned ... and forgotton
![Page 84: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/84.jpg)
Before(see ‘n say)
![Page 85: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/85.jpg)
After(elegant)
![Page 86: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/86.jpg)
![Page 87: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/87.jpg)
“We don’t need no stinking ad agency”
![Page 88: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/88.jpg)
Back tosee ‘n say
![Page 89: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/89.jpg)
Boring doesn’t sell
![Page 90: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/90.jpg)
![Page 91: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/91.jpg)
![Page 92: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/92.jpg)
![Page 93: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/93.jpg)
The ad agencies don’t always get it right either
![Page 94: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/94.jpg)
“Too clever” “This is funny!”
![Page 95: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/95.jpg)
“Do you want fine writing?Or do you want your goddamnsales to go up?”
Rosser Reeves
![Page 96: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/96.jpg)
Let’s turn to the concept of concept
![Page 97: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/97.jpg)
In advertising, concept represents the big idea
![Page 98: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/98.jpg)
![Page 99: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/99.jpg)
In the web world, concept represents ... er ...
![Page 100: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/100.jpg)
![Page 101: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/101.jpg)
In advertising, there is only one proof of concept
![Page 102: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/102.jpg)
Crap B2B
![Page 103: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/103.jpg)
Effective B2B
![Page 104: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/104.jpg)
Now entering the mind of the art director
![Page 105: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/105.jpg)
Boring bluecorporate color
![Page 106: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/106.jpg)
Modern color.And a graphic swish
![Page 107: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/107.jpg)
Yin and Yang?Hmm…
![Page 108: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/108.jpg)
Wildly differentcustomers…
![Page 109: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/109.jpg)
![Page 110: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/110.jpg)
Let’s kill a myth
![Page 111: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/111.jpg)
“All advertisingis good advertising.”
They
![Page 112: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/112.jpg)
Think of the advertiser as a person ...
![Page 113: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/113.jpg)
Now consider this:
Do you befriend liars?
Do you admire fools?
Do you trust strangers?
Do you respect incompetence?
![Page 114: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/114.jpg)
Fact:
A Milwaukee brewer found out sales fell among target audiences that could remember their advertising.
![Page 115: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/115.jpg)
1972
Popular tag(second-largest brewer in USA)
![Page 116: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/116.jpg)
1982
Crap concept(sales decline in
all markets)
![Page 117: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/117.jpg)
1984
Out of business
![Page 118: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/118.jpg)
Thanks!
![Page 119: How The Advertising Industry Thinks](https://reader033.vdocuments.us/reader033/viewer/2022051411/544286bdb1af9f350a8b46a3/html5/thumbnails/119.jpg)
Eric Reiss can (usually) be found at:
The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: [email protected]