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More determined, cut through, want it more, plan it, and think it through. Always try to give it a go.
”Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times” David Ogilvy refers to “Scientific Advertising” written by Claude Hopkins in 1923
” Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards.”
The purpose of advertising is to show value to make sales. It is not a way to showoff your creativity. If you want that, then be an artist. It is not to keep your name before the people. Treat it as a salesman.
Force it to justify itself. Figure its cost and result. Accept no excuses which good salesmen do not make. Then it will not go far wrong. There is only one difference. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. And a salesman’s mistake may cost little. An advertisers mistake may cost a thousand times that much.
Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want. That is one of the greatest advertising faults. Ad writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.
And that is one reason why most awardshows are bullshit. Awards are celebrating creativity, that is fair enough, but shouldn’t there be focus on sales as well ? Shouldn’t there be an award for that ?
The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship. Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interest of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists
Download the “Scientific Advertising” by Claude Hopkins here:
www.scientificadvertising.com/ScientificAdvertising.pdf
Credit and inspiration: adverlab.blogspot.com
re:adverblog<!–
Nike today unveiled Nike+ Basketball and Nike+ Training, two new experiences connecting digitally enabled footwear with interactive mobile applications that together deliver a revolutionary sport experience. Nike+ Training is your new personal trainer that delivers challenges and tracks your performance. Make your training experience inspirational, full of variety, competitive, and fun.
The new Nike+ Basketball experience breaks down the user’s game to deliver information and measurement, which in turn provides motivation. Nike+ Basketball measures how high, how hard and how quick players play each game.
It’s a great day, and I’m incredibly proud to be part of the team working on this project!!!
God danm it. The car looks like a cartoon
I kind of get it, but WHY? WHY? WHY? WHY? WHY?
Credits
Advertising Agency: Young & Rubicam, Buenos Aires, Argentina
Executive Creative Director: Martin Mercado
Creative Director: Hernan Damilano
Art Director: Carolina Aguilar
Copywriter: Federico Aubone
Photographer: Matias Posti
Published: April 2010
IS IT CLEVER AND GENIUS OR IS IT JUST SAD AND POOR..?
It could be very clever. If the QR code represents a maze. and supports the tagline of getting lost. But is that the idea? That just QR codes are awful and confusing?
But what very confuses me is the line beneath the tagline. “Scan the QR code and learn everything about the offer.” now I don’t think it is a clever Qr code maze ad, but just a very poor and boring ad with see us we got Qr codes.. zzzzzZZzzzzzz
Btw you need flash on your mobile to read the QR code.. FAIL
