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
Father sues McDonald's over 'advertising' of Happy Meals
A Quebec father has launched a class-action lawsuit against McDonald's, alleging the company's Happy Meals break strict provincial laws against advertising to children. Since its debut in 1979, the Happy Meal has been a staple of McDonald's menu and a ...
It's Not Whether We Like Advertising, But If We ACCEPT Advertising
Last week, I said we didn't like advertising. Admittedly, that was a blanket statement. In response, MediaPost reader Kevin VanGundy wrote: “I've been in advertising for 39 years and I think the premise that people don't like advertising is wrong ...
What you need to know in advertising today
What you need to know in advertising today. Tanya Dua. 5m. Mark Zuckerberg Facebook CEO Mark Zuckerberg. AP Facebook founder Mark Zuckerberg told a meeting of top executives in June that he would become a more aggressive CEO because the ...
Delay, Deny and Deflect: How Facebook's Leaders Fought Through Crisis
Sheryl Sandberg says she also didn't know about a Facebook smear campaign, as Mark Zuckerberg throws the firm's ...
With Facebook at 'War,' Zuckerberg Adopts More Aggressive Style
Advertising has an ageism problem
Laura Bensman has worked in the advertising industry for more than three decades, but in all those years she has only attended one retirement party. There's a reason for that: In advertising, and at agencies in particular, it's rare employees ever ...
Selling Native Advertising? Here's What You Should Know
Recently, MediaRadar published a trend report about native advertising. Every day, we see custom content weaving its way into just about every form of consumable content. Native continues to be one of the most popular methods in which advertisers can ...
Connekt's New Video Patent Powers Interactive Experiences for Advertising, Commerce and Content Companies
The patented technology, which is already in use by top consumer brands, TV networks and their agencies, makes TV advertising, commerce and content experiences smarter and more effective. Connekt's patent gives consumers the opportunity to interact ...
iHeartMedia Is Acquiring an Ad-Tech Startup to Expand Programmatic Audio Advertising
The technology allows iHeart to use consumer data to target listeners across 250 platforms and 2,000 devices while also adding attribution capabilities. According to iHeartMedia CEO Bob Pittman, Jelli lets advertisers create impression-based media buys.
iHeartMedia Will Acquire Jelli to Boost Its Programmatic Audio Advertising
Love, Apptually: Understanding the Role In-App Advertising Plays In Connecting Consumers With Brands
This can give the impression that in-app advertising is intrusive and breaks a trusted contract, each app with its own digital Gandalf intimating that advertisers “shall not pass!” But if done well, the opposite can be true. In-app advertising has the ...
Kaiser Health News
Hospital Spending on Advertising Soars
Managed Care magazine
But what the industry spends on such advertising rose 41% between 2011 and 2015, according to data by Advertising Age and as reported by Kaiser Health News (KHN) this morning. Direct-to-consumer ads by drug companies must be approved by the FDA.
Playing On Fear And Fun, Hospitals Follow Pharma In Direct-To-Consumer Advertising
UPMC TV Commercial, 'Living Donor Liver Transplants' - iSpot.tv
Hospital for Special Surgery TV Commercial, 'How You Move Is Why We're Here' - iSpot.tv
Eleven Sports awards STV UK advertising brief
The deal will see STV represent all of Eleven's digital platforms and sponsorship agreements and forms part of STV's three-year strategy to drive its own digital advertising growth. A new partnership will enable advertisers to target their products and ...
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