The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.ĩ. Their advertisements look like the minutes of a committee.Ĩ. By attempting to cover too many things, they achieve nothing. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. What is the reason for their failure to study experience? Are they afraid that knowledge would impose some discipline on them - or expose their incompetence?ħ. The copywriters and art directors who created them are ignorant amateurs.
Most of them violated elementary principles which were discovered in years gone by. During a ten-hour train ride, I read the ads in three magazines. No manufacturer ever got rich by underpaying his agency.Ħ. Instead of trying to shave a few measly cents off the agency's fifteen per cent, they should concentrate on getting more sales results from the eighty-five per cent they spend on time and space. Clients who haggle over their agency's compensation are looking through the wrong end of the telescope.
(I doubt if more than one campaign in a hundred contains a big idea.)Ĥ. Unless your campaign contains a Big Idea, it will pass a ship in the night. Search all the parks in all your cities you'll find no statues of committees.ģ. I cannot read a balance sheet, work a computer, ski, sail, play golf, or paint.Ģ. I am a miserable duffer in everything except advertising. If you detect a slight stench of conceit in this book, I would have you know that my conceit is selective. My highlights from Confessions of an Advertising Man:ġ.
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