Make your own free website on Tripod.com
 
About us Service Clients Contact us  
 

Most people believe that they know good advertising when they see it. The truth is almost no one does.

“Because everyone has access to the same information, it’s clearly the way one interprets it that brings added value.”

– Jean-Marie Dru, President and CEO of TBWA Worldwide


The most challenging part of the communications process is to find the “big idea” or communications concept that carves out an exclusive niche for your product, service or company…something no one else…especially your competition…can copy.

Advertising is fundamentally persuasion and persuasion happens to be more of a creative art than a straight science. All great selling ideas establish a vital emotional bond with their prospects. Emotion is one of the most powerful tools an advertiser has.

“Nothing is so powerful as an insight into human nature...what compulsions drive a man, what instincts dominate his action. If you know these things about a man you can touch him at the core of his being.”

We never forget that a mass audience is composed of people and that each one has to be made to feel that the message is directed at them personally.

Good advertising is simple and direct. And above all, advertising has to sell. Today that means making people want to buy. There is a difference. Successful advertisers know that old-style selling techniques no longer work.

“Any fool can make soap. It takes a clever man to sell it.”

– British soap maker Thomas J. Barratt, 1865.

In a world where people are better educated, more sophisticated and more discriminating, respect for the consumer’s intelligence is essential for the kind of relationship between advertiser and customer that keeps any company in business over the long term.

“Image is everything.”

– Edward L. Bernays, the founder of modern public relations