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The Last Word

The Last Word Advertising Advertising—is it a boon or a blight? While you make up When executing advertising, your own mind, consider what others had to say. it's best to think of yourself as an uninvited guest in the Advertising nourishes the In writing advertising it must living room of a prospect consuming power of men. It always be kept in mind that who has the magical power sets up before a man the the customer often knows to make you disappear goal of a better home, more about the goods than instantly. clothing, better food for him­ the advertising writers —John OToole self and his family. It spurs because she has had experi­ individual production. ence in buying them, and any There is a great deal of —Winston Churchill seeming deception in a state­ advertising that much better ment is costly, not only in the than the product When that The general raising of expense of the advertising happens, all that the good standards of modem civiliza­ but in the detrimental effect advertising does is put you tion among all groups of produced upon the customer, out business faster. people during the past half who believes she has been —Jerry Della Femina century would have been misled. impossible without the —-John Wanamalier The more informative your spreading of the knowledge advertising, the more of higher standards by The sole purpose of business persuasive it will be. means of advertising. is service. The sole purpose —David Ogilvy —Franklin D. Roosevelt of advertising is explaining the service which business Advertising is the rattling of Many a small thing has been renders. a stick inside a swill bucket. made large by the right kind —Leo Burnett —George Orwell of advertising. —Mark Twain Advertising is the art of convincing people to spend money they don't have for something they don't need. —Will Rogers Advertising is the modem substitute for argument; its function is to make the worse appear the better. —George Santayana Advertising is a valuable factor because it is the cheapest way of selling goods, particularly if the goods are worthless. —Sinclair Lewis 48 | July/August 2002 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

The Last Word

Journal of Business Strategy , Volume 23 (4): 1 – Apr 1, 2002
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb040264
Publisher site
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Abstract

Advertising Advertising—is it a boon or a blight? While you make up When executing advertising, your own mind, consider what others had to say. it's best to think of yourself as an uninvited guest in the Advertising nourishes the In writing advertising it must living room of a prospect consuming power of men. It always be kept in mind that who has the magical power sets up before a man the the customer often knows to make you disappear goal of a better home, more about the goods than instantly. clothing, better food for him­ the advertising writers —John OToole self and his family. It spurs because she has had experi­ individual production. ence in buying them, and any There is a great deal of —Winston Churchill seeming deception in a state­ advertising that much better ment is costly, not only in the than the product When that The general raising of expense of the advertising happens, all that the good standards of modem civiliza­ but in the detrimental effect advertising does is put you tion among all groups of produced upon the customer, out business faster. people during the past half who believes she has been —Jerry Della Femina century would have been misled. impossible without the —-John Wanamalier The more informative your spreading of the knowledge advertising, the more of higher standards by The sole purpose of business persuasive it will be. means of advertising. is service. The sole purpose —David Ogilvy —Franklin D. Roosevelt of advertising is explaining the service which business Advertising is the rattling of Many a small thing has been renders. a stick inside a swill bucket. made large by the right kind —Leo Burnett —George Orwell of advertising. —Mark Twain Advertising is the art of convincing people to spend money they don't have for something they don't need. —Will Rogers Advertising is the modem substitute for argument; its function is to make the worse appear the better. —George Santayana Advertising is a valuable factor because it is the cheapest way of selling goods, particularly if the goods are worthless. —Sinclair Lewis 48 | July/August 2002

Journal

Journal of Business Strategy – Emerald Publishing

Published: Apr 1, 2002

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