Read moreEffective Frequency Philosophy written over 125 years ago when newspapers and the town crier were the only media channels available, is even more applicable today when we are constantly bombarded by advertising messages.
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbour if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannotafford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Read moreThe more “creative” the communication, the more memorable and comprehensible it is. Which means that you do not have to expose your target audience to your message as many times as you would otherwise with “average” communication.
Read moreIt took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.
Read moreBad design is very expensive. Brilliant design is incredibly cheap. The more desirable an object is to start with, the less you’ll have to spend on advertising it… And now we live in an era where conventional advertising is dying. The time has come again for the supremacy of the product.
Read moreHowever much we would like advertising to be a science, because life would be simpler that way, the fact is that it is not. It is a subtle, ever-changing art, defying formulation, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.
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