We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems to me that modern advertisers are tying themselves into unnecessary knots in an attempt to reach audiences which they believe are becoming increasingly indifferent to their blandishments.
Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not for the reasons generally espoused by the world's marketers. I am convinced that despite all the sophisticated research and marketing effort that goes into advertising these days, the real reason that markets are indifferent to advertising is because much of it ignores the many splendoured principle that people don't buy products, they buy the benefits of owning those products.
Today, the great proportion of advertisers don't deliver sales messages, they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn't and people won't has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn't work.
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on the contrary, does actually work. What has been overlooked or, more likely, ignored, is that in developing the principle of the USP in the late 1950s, the brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What was the device he was hoping to supersede? Well, by any other name, it was the emotional sales proposition. I won't bore you with the detail, but if you'd like to find out more, you should lay your hands on Reeves' book, Reality in Advertising (MacGibbon & Kee - 1961). It could be an eye-opener.
So, it's true - the one thing we learn from history is that we never learn anything from history. Let's go back to Dr Johnson. It's worth remembering that the kind of advertising old Sam was talking about in the 18th century was fairly innocuous and largely unexceptionable. It could be read in coffee- house flyers, in chapbooks and in rudimentary newspapers; and it consisted of sales messages as diverse as where to get your wig powdered and the date of the next public hanging at Tyburn. Even so, the products and services on offer were as important to the people of the time as mobile phones and computers are to us.
In the human condition, nothing much changes. Our egos still need to be massaged and we are all in hot pursuit of happiness. Only our methods for achieving these goals, only our technologies, vary with time.
So the next time you are tempted to commit advertising, think about Sam Johnson and give your market a reason for owning your product. A good reason.
About The Author
Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com
Wall Street Journal
Amazon Forecast to Be No. 3 Digital Advertising Player in 2018
Wall Street Journal
The accounting changes, that have to do with reclassifying some advertising services from cost-of-sales to revenue, were responsible for the bulk of eMarketer's adjustment. On growth alone, the forecaster would still increase its prediction for Amazon ...
Amazon share of digital advertising market on the rise
What you need to know in advertising today - Business Insider
Photo by Vivien Killilea/Getty Images for Girlboss With Stories quickly gaining steam, Instagram is dialing up its efforts to get both brands and consumers to ...
How To Find A Successful Advertising Partnership For Your Brand
Advertising agencies were created to focus on building brand awareness and sales so the companies they represented could concentrate on what they do best. But today's complex, multifaceted marketing efforts require competency in digital, broadcast, ...
What you need to know in advertising today
The sale comes just eight months after Meredith Corp., which publishes such titles as People, Better Homes and Gardens, and Entertainment Weekly, completed its purchase of the iconic magazine. Meredith also listed several other titles, including ...
Time Magazine Sold to Salesforce Founder Marc Benioff for $190 Million
Salesforce agrees to buy Mulesoft in $6.5 billion deal
Will Facebook Advertising Survive After the Cambridge Analytica Scandal?
Advertisers will still have many ways to leverage their own data to create highly targeted and successful audiences. For instance, companies can upload their own email database and create lists of users with similar behaviors. These “lists,” also known ...
Will Facebook Advertising Survive After the Cambridge Analytica ...
2-Day Conference: Ensuring Compliance with Advertising & Promotional Requirements for Drugs & Medical Devices ...
Maryville Daily Times
DUBLIN--(BUSINESS WIRE)--Sep 19, 2018--The "Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices" conference has been added to ResearchAndMarkets.com's offering. Federal regulation of the ...
AAP, health groups ask federal agency to end deceptive tobacco advertising on social media
The Academy recently joined eight leading public health and medical organizations in filing a petition that urges the Federal Trade Commission (FTC) to stop tobacco companies' deceptive advertising to youths on social media. Other organizations on the ...
Aurora News Register
Dogs gaining prominence in world of advertising
Aurora News Register
While on the topic of advertisements, have you ever noticed on TV commercial a couple sitting on a white sofa in a room that was carpeted with white carpet? We've always wondered who would buy and then try to keep clean a white sofa, let alone the ...
Dealer Marketing Magazine
Goodway Group Launches Proprietary Auto Purchase Attribution, Connecting Online Advertising to Offline Auto Sales ...
Dealer Marketing Magazine
Philadelphia — September 18, 2018 — Goodway Group, the digital partner advertisers trust to deliver campaign performance and media efficiency, today announced the launch of Auto Purchase Attribution, a proprietary solution with Oracle Data Cloud that ...
St. Louis Business Journal
Former St. Louis advertising executive shot in carjacking attempt
St. Louis Business Journal
Tom Townsend, co-founder and former chief creative officer of St. Louis-based advertising agency Rodgers Townsend, was shot in the neck early Tuesday on ...
ADVERTISING RELATED ARTICLES:
In Advertising Bigger isn't Always Better
If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies? Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers.
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
Using Flyers to Advertise Your Online Business
Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create.
Understanding The Basics Of Advertising
I get the L.A.
Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page
Many people online are not using one of the best advertising methods around. I'm talking about offline print advertising.
How to Save Money by Making Your Own Sign
In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc.
Radio and Television Ads: Clever Vs. Annoying
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
The Key To Marketing New Ideas!
Imagine tossing a pebble into a crystal clear pond on a still day, & watching the ripples make their way to the shore. A tiny cause has a massive effect.
How Well Do Postcards Work?
The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as.
3 Simple But Powerful Off-Line Advertising Strategies
There are several ways to advertise and get the word out about your business online and the best of them include free search engines, pay per click search engines, writing articles, utilizing press releases, doing joint ventures/ad co-ops, and posting to message boards and forums related to your target market. But one advertising method that's neglected by most online marketers is off-line advertising.
Direct Mail = Your Money, From Printer to Mailbox to Trash!
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag.
Media Savvy - How To Lead, Persuade And Influence
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Write Attention Getting Advertisements
The most important aspect of any business is selling the product or service. Without sales, you aren't generating any income and your business will die.
Cable Ads 5 Bucks!
Cable has grown from 13 houses connected together in 1948 to coverage of nearly 70% of all households in the U.S.
3 Elements To A Deal-Sealing Classified Ad
Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory.
Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads. That's right.
Graphical LED Display
Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities.
Tips for Using Paid Advertising
Quite a few business out there can't survive without some type of advertising and/or brand recognition, so advertising your business is one of the most important aspects in running certain types of business. It's also one of the most frequently asked questions for "how to".
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market