Advertising Campaigns Quotes

It is important to bear in mind that political campaigns are designed by the same people who sell toothpaste and cars.

Regardless of the advertising campaigns may tell us, we can't have it all. Sacrifice is not an option, or an anachronism; it's a fact of life. We all cut off our own limbs to burn on some altar. The crucial thing is to choose an altar that's worth it and a limb you can accept losing. To go consenting to the sacrifice.

Sometimes the right business decision is to let it go - to let go of an underperforming employee, to let go of an unprofitable branch, to let go of a weak advertising campaign, and to let go of an idea that fails to create the hype you wanted it to be.

This is very American, too - the insecurity about whether we have earned our happiness. Planet Advertising in America orbits completely around the need to convince the uncertain consumer that yes, you have actually warranted a special treat. This Bud's for You! You Deserve a Break Today! Because You're Worth It! You've Come a Long Way, Baby! And the insecure consumer thinks, Yeah! Thanks! I AM gonna go buy a six-pack, damn it! Maybe even two six-packs! And then comes the reactionary binge. Followed by the remorse. Such advertising campaigns would probably not be as effective in the Italian culture, where people already know that they are entitled enjoyment in this life. The reply in Italy to "You Deserve a Break Today" would probably be, Yeah, no duh. That's why I'm planning on taking a break at noon, to go over to you house and sleep with your wife.

One the one hand, our economists treat human beings as rational actors making choices to maximize their own economic benefit. On the other hand, the same companies that hire those economists also pay for advertising campaigns that use the raw materials of myth and magic to encourage people to act against their own best interests, whether it's a matter of buying overpriced fizzy sugar water or the much more serious matter of continuing to support the unthinking pursuit of business as usual in the teeth of approaching disaster.

We have looked for myths that include us in great novels, music, the latest comic book, or even some stupid advertising campaign. We'll look anywhere for a mythology that embraces people like ourselves.

Don’t let psychological warfare from an advertisement campaign blind you from the truth of your beauty, possibility, worthiness, and purpose.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

The media landscape of the present day is a map in search of a territory. A huge volume of sensational and often toxic imagery inundates our minds, much of it fictional in content. How do we make sense of this ceaseless flow of advertising and publicity, news and entertainment, where presidential campaigns and moon voyages are presented in terms indistinguishable from the launch of a new candy bar or deodorant? What actually happens on the level of our unconscious minds when, within minutes on the same TV screen, a prime minister is assassinated, an actress makes love, an injured child is carried from a car crash? Faced with these charged events, prepackaged emotions already in place, we can only stitch together a set of emergency scenarios, just as our sleeping minds extemporize a narrative from the unrelated memories that veer through the cortical night. In the waking dream that now constitutes everyday reality, images of a blood-spattered widow, the chromium trim of a limousine windshield, the stylised glamour of a motorcade, fuse together to provide a secondary narrative with very different meanings.

The Sackler empire is a completely integrated operation,” Blair wrote. They could develop a drug, have it clinically tested, secure favorable reports from the doctors and hospitals with which they had connections, devise an advertising campaign in their agency, publish the clinical articles and the advertisements in their own medical journals, and use their public relations muscle to place articles in newspapers and magazines.

Rumfoord had known that Constant would try to debase the picture by using it in commerce. Constant's father had done a similar thing when he found he could not buy Leonardo's "Mona Lisa" at any price. The old man had punished Mona Lisa by having her used in an advertising campaign for suppositories. It was the free-enterprise way of handling beauty that threatened to get the upper hand.

Readers will recall that the little evidence collected seemed to point to the strange and confusing figure of an unidentified Air Force pilot whose body was washed ashore on a beach near Dieppe three months later. Other traces of his ‘mortal remains’ were found in a number of unexpected places: in a footnote to a paper on some unusual aspects of schizophrenia published thirty years earlier in a since defunct psychiatric journal; in the pilot for an unpurchased TV thriller, ‘Lieutenant 70’; and on the record labels of a pop singer known as The Him — to instance only a few. Whether in fact this man was a returning astronaut suffering from amnesia, the figment of an ill-organized advertising campaign, or, as some have suggested, the second coming of Christ, is anyone’s guess.

This will rise to ten million annual deaths by 2020—in part because of a massive advertising campaign to portray smoking as advanced and fashionable to young women in the developing world.

The carnistic schema, which twists information so that nonsense seems to make perfect sense, also explains why we fail to see the absurdities of the system. Consider, for instance, advertising campaigns in which a pig dances joyfully over the fire pit where he or she is to be barbecued, or chickens wear aprons while beseeching the viewer to eat them. And consider the Veterinarian's Oath of the American Veterinary Medical Association, 'I solemnly swear to use my...skills for the...relief of animal suffering,' in light of the fact that the vast majority of veterinarians eat animals simply because they like the way meat tastes. Or think about how poeple won't replace their hamburgers with veggie burgers, even if the flavor is identical, because they claim that, if they try hard enough, they can detect a subtle difference in texture. Only when we deconstruct the carnistic schema can we see the absurdity of placing our preference for a flawless re-creation of a textural norm over the lives and deaths of billions of others.

In fact quite generally, commercial advertising is fundamentally an effort to undermine markets. We should recognize that. If you’ve taken an economics course, you know that markets are supposed to be based on informed consumers making rational choices. You take a look at the first ad you see on television and ask yourself … is that it’s purpose? No it’s not. It’s to create uninformed consumers making irrational choices. And these same institutions run political campaigns. It’s pretty much the same: you have to undermine democracy by trying to get uninformed people to make irrational choices.

Everything comes back as an advertising campaign. It isn’t just that the alternatives are written over, or out, it is that they return as their own simulacra

Failure was a luxury we couldn't afford, all chained together as we were, our fates locked up tight. One box office flop from a female director and no one wanted "girl" movies, one stock market plunge from a company with a woman CEO and women couldn't lead, one false accusation and we were liars, all of us. Because when we failed it was because of our chromosomes, it wasn't because of a market dip or an ineffective advertising campaign or plain bad luck.

Due to Jade's fortresslike manner, which, like any well-built castle, made access challenging, girls found her existence not only threatening but flat-out wrong. Although Bartelby Athletic Center featured the latest advertising campaign of Ms. Sturd's three member Benevolent Body-Image Club (laminated Vogue and Maxim covers above captions, “You Can't Have Thighs Like This and Still Walk" and "All Airbrushing"), Jade would only have to swan by, munching on a Snickers to reveal a disturbing truth: You could have thighs like that and still walk. She emphasized what few wanted to accept, that some people did win Trivial Pursuit: The Deity Looks Edition, and there wasn't a thing you could do about it, except come to terms with the fact that you'd only played Trivial Pursuit: John Doe Genes and come away with three pie pieces.

Putin had told Yeltsin that he did not like election campaigns, and now he dismissed campaign promises as unachievable lies told by politicians and denigrated television advertisements as unseemly manipulation of gullible consumers.

Advertising executives must be wringing their greedy hands over the prospect, anxious for their next holiday campaign. Mom is helpless before them all. We’re not a family anymore. We’re a commodity in an Amazon database. Are we humans, or consumers?

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Many

Everyone's for a free Tibet, but no one's for freeing Tibet. So Tibet will stay unfree - as unfree now as it was when the first Free Tibet campaigner slapped the very first "FREE TIBET" sticker on the back of his Edsel. Idealism as inertia is the hallmark of the movement...He's [the guy with the bumper sticket] advertising his moral superiority, not calling for action. If Rumsfeld were to say, "Free Tibet? Jiminy, what a swell idea! The Third Infantry Division goes in on Thursday," the bumper-sticker crowd would be aghast. They'd have to bend down and peel off the "FREE TIBET" stickers and replace them with "WAR IS NOT THE ANSWER.

At the end of the day, the problem is education. Without an educated population, it doesn't matter what other problems you try to tackle. It's not gonna work. Think of how much less powerful campaign contributions would be if people had the critical thinking skills to see through advertising? Think of how many of our problems are based just on pure ignorance, whether it's antiscience people or bigots or whatever.

The point is that television does not reveal who the best man is. In fact, television makes impossible the determination of who is better than whom, if we mean by 'better' such things as more capable in negotiation, more imaginative in executive skill, more knowledgeable about international affairs, more understanding of the interrelations of economic systems, and so on. The reason has, almost entirely, to do with 'image.' But not because politicians are preoccupied with presenting themselves in the best possible light. After all, who isn't? It is a rare and deeply disturbed person who does not wish to project a favorable image. But television gives image a bad name. For on television the politician does not so much offer the audience an image of himself, as offer himself as an image of the audience. And therein lies one of the most powerful influences of the television commercial on political discourse.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

Many evils spring from power,” he said. “Even from the power to do good. All power corrupts, and the intention to do good has little influence on the corruption. Either my words will last after me and be believed by men, or else they won’t. Yet if one thing were required to kill them certainly, it is that my words should be spread after my death by the power of money. No teaching could survive a campaign of paid advertising.

disease. Or so says Pfizer in a new television advertising campaign for Lyrica, the first medicine

Do an overwhelming number of respected scientists believe that human actions are changing the Earth's climate? Yes. OK, that being the case, let's undermine that by finding and funding those few contrarians who believe otherwise. Promote their message widely and it will accumulate in the mental environment, just as toxic mercury accumulates in a biological ecosystem. Once enough of the toxin has been dispersed, the balance of public understanding will shift. Fund a low level campaign to suggest any threat to the car is an attack on personal freedoms. Create a "grassroots" group to defend the right to drive. Portray anticar activists as prudes who long for the days of the horse and buggy. Then sit back, watch the infotoxins spread - and get ready to sell bigger, better cars for years to come.

Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

The easiest way to get new clients is to do good advertising. During one period of seven years, we never failed to win an account for which we competed, and all I did was to show the campaigns we had created.

Down with committees Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Many commercials and many advertisements look like the minutes of a committee. In my experience, committees can criticize, but they cannot create. ‘Search the parks in all your cities You’ll find no statues of committees’ Agencies

Paul Revere's ride is perhaps the most famous historical example of a word-of-mouth epidemic. A piece of extraordinary news traveled a long distance in a very short time, mobilizing an entire region to arms. Not all word-of-mouth epidemics are this sensational, of course. But it is safe to say that word of mouth is-even in this age of mass communications and multimillion-dollar advertising campaigns-still the most important form of human communication

Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.

Sometimes when I’m watching TV and I see a horrible commercial I think, “Only an asshole would buy that.” Then I think, Wait a minute! The advertising agency did research on their client’s target market and which channel and TV shows the ideal demographic watches, right? This would mean a carefully chosen ad campaign to get the product in front of the likely buyers, who in this case, are assholes. And I’m on the chosen channel, which means that I am one of the assholes of interest. Then I get spooked, because how’d they figure out that am asshole? Scary how well they know me.

Project your “brand” to be remarkable and memorable. Whether through a positioning statement, product placement, advertising campaign, service, a logo, mission, or message, your brand is what makes you and/or your company remarkable—or not.

Well, the trick of the national security state is, first of all, there must always be an enemy, and he’s—must be terrifying, and he wants to blow us up because he’s evil and we’re good. So every day we are brainwashed: The Russians have discovered antigravity, or they’ve done this, or they’ve done that, and they’re evil; we are good, as well as overweight. Things—little things like this matter a great deal in advertising. Great advertising campaign to keep ourselves fully armed to the teeth.

Right before the election, Russia placed three thousand advertisements on Facebook, and promoted them as memes across at least 180 accounts on Instagram. Russia could do so without including any disclaimers about who had paid for the ads, leaving Americans with the impression that foreign propaganda was an American discussion. As researchers began to calculate the extent of American exposure to Russian propaganda, Facebook deleted more data. This suggests that the Russian campaign was embarrassingly effective. Later, the company told investors that as many as sixty million accounts were fake.

In 1946, a new advertising campaign appeared in magazines with a picture of a doctor in a lab coat holding a cigarette and the slogan, “More doctors smoke Camels than any other cigarette.” No, this wasn’t a spoof. Back then, doctors were not aware that smoking could cause cancer, heart disease and lung disease.

The political merchandisers appeal only to the weak­nesses of voters, never to their potential strength. They make no attempt to educate the masses into becoming fit for self-government; they are content merely to manipulate and exploit them. For this pur­pose all the resources of psychology and the social sciences are mobilized and set to work. Carefully se­lected samples of the electorate are given "interviews in depth." These interviews in depth reveal the uncon­scious fears and wishes most prevalent in a given so­ciety at the time of an election. Phrases and images aimed at allaying or, if necessary, enhancing these fears, at satisfying these wishes, at least symbolically, are then chosen by the experts, tried out on readers and audiences, changed or improved in the light of the information thus obtained. After which the political campaign is ready for the mass communicators. All that is now needed is money and a candidate who can be coached to look "sincere." Under the new dispen­sation, political principles and plans for specific action have come to lose most of their importance. The person­ality of the candidate and the way he is projected by the advertising experts are the things that really mat­ter. In one way or another, as vigorous he-man or kindly father, the candidate must be glamorous. He must also be an entertainer who never bores his audience. Inured to television and radio, that audience is accustomed to being distracted and does not like to be asked to con­centrate or make a prolonged intellectual effort. All speeches by the entertainer-candidate must therefore be short and snappy. The great issues of the day must be dealt with in five minutes at the most -- and prefera­bly (since the audience will be eager to pass on to something a little livelier than inflation or the H-bomb) in sixty seconds flat. The nature of oratory is such that there has always been a tendency among politicians and clergymen to over-simplify complex is­sues. From a pulpit or a platform even the most con­scientious of speakers finds it very difficult to tell the whole truth. The methods now being used to merchan­dise the political candidate as though he were a deo­dorant positively guarantee the electorate against ever hearing the truth about anything.

Pride, we know, is an inflated view of ourselves—a false advertising campaign promoting ourselves because we suspect that others won’t accept who we really are.2 Pride is actually a lie about our own identity or achievements. To be proud is to live in a world propped up with falsehoods about ourselves, taking credit where credit isn’t due.

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.

The best way to settle such arguments is to measure the selling effectiveness of your campaign at regular intervals, and to go on running it until the research shows that it has worn out. Word

But if there's one thing to learn from corporate execs, it's this: even if they aren't about to claim Anonymous's imagery for their next advertising campaign, it doesn't mean they can't, or won't, find some way of appropriating *something* about Anonymous. If someone can find an uncapitalized, exploitable, futurescanned, innovative, disruptive idea that can flourish in corporate boardrooms, they will.

Most of us do not like not being able to see what others see or make sense of something new. We do not like it when things do not come together and fit nicely for us. That is why most popular movies have Hollywood endings. The public prefers a tidy finale. And we especially do not like it when things are contradictory, because then it is much harder to reconcile them (this is particularly true for Westerners). This sense of confusion triggers in a us a feeling of noxious anxiety. It generates tension. So we feel compelled to reduce it, solve it, complete it, reconcile it, make it make sense. And when we do solve these puzzles, there's relief. It feels good. We REALLY like it when things come together. What I am describing is a very basic human psychological process, captured by the second Gestalt principle. It is what we call the 'press for coherence.' It has been called many different things in psychology: consonance, need for closure, congruity, harmony, need for meaning, the consistency principle. At its core it is the drive to reduce the tension, disorientation, and dissonance that come from complexity, incoherence, and contradiction. In the 1930s, Bluma Zeigarnik, a student of Lewin's in Berlin, designed a famous study to test the impact of this idea of tension and coherence. Lewin had noticed that waiters in his local cafe seemed to have better recollections of unpaid orders than of those already settled. A lab study was run to examine this phenomenon, and it showed that people tend to remember uncompleted tasks, like half-finished math or word problems, better than completed tasks. This is because the unfinished task triggers a feeling of tension, which gets associated with the task and keeps it lingering in our minds. The completed problems are, well, complete, so we forget them and move on. They later called this the 'Zeigarnik effect,' and it has influenced the study of many things, from advertising campaigns to coping with the suicide of loved ones to dysphoric rumination of past conflicts.

This was possibly the first time anyone had used the phrase "too cerebral" when describing Pinky's advertising. Because someone somewhere in the Pinky's marketing scheme had made the brilliant connection that sub sandwiches are vaguely phallic. And from that, all the penis-related Pinky sub campaigns were born. Like the commercial where you see the guy standing from the back, and then a woman in front of him, and she says, "Nine inches????" in this insane lusty voice, and then they pan to the side and show he's holding a Pinky sub right at groin height? It's the worst. It is literally the worst. I'm a cog in the world's dumbest corporate sandwich machine.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

It was Arthur Sackler who would be credited not just with this campaign but with revolutionizing the whole field of medical advertising. In the words of one of his longtime employees at McAdams, when it came to the marketing of pharmaceuticals, “Arthur invented the wheel.

But even if men wanted to read the truth about their condition, women would still be the decisive factor. Though both men and women read, women are in addition the big consumers. Since women do most of the buying, most advertising campaigns are aimed directly or indirectly at them. Since most Western papers are financed largely through advertising, they cannot risk displeasing women by their editorial content; the day on which they do so, they would hear from their advertisers in no uncertain terms. Men would not stand a chance, even if they wanted to publish independent opinions about women, of being published in any medium addressing both sexes, as the great majority do. The same is true of television, financed as it is in most Western countries by advertisers, promoters, publicity aimed at consumers. Here too the editorial content must pass female censorship. It is not pre-censored, of course, but subject to a censorship which functions on the principle that the producer is done for if the product does not sell. The producer is therefore motivated to avoid catastrophe by censoring himself.

Zero deaths” war, “zero risks” love, nothing random, no chance encounters. Backed as it is, with all the resources of a wide-scale advertising campaign, I see it as the first threat to love, what I would call the safety threat. After all, it’s not so very different to an arranged marriage. Not done in the name of family order and hierarchy by despotic parents, but in the name of safety for the individuals involved, through advance agreements that avoid randomness, chance encounters and in the end any existential poetry, due to the categorical absence of risks.

One business practice I want to eliminate is the use of microtargeting in political advertising. Facebook, in particular, enables advertisers to identify an emotional hot button for individual voters that can be pressed for electoral advantage, irrespective of its relevance to the election. Candidates no longer have to search for voters who share their values. Instead they can invert the model, using microtargeting to identify whatever issue motivates each voter and play to that. If a campaign knows a voter believes strongly in protecting the environment, it can craft a personalized message blaming the other candidate for not doing enough, even if that is not true. In theory, each voter could be attracted to a candidate for a different reason. In combination with the platforms’ persuasive technologies, microtargeting becomes another tool for dividing us. Microtargeting transforms the public square of politics into the psychological mugging of every voter.

In 1934, after Upton Sinclair was defeated in his campaign to become the next governor of California, he labeled the advertising concern that defeated him a “lie factory.” Marston took much the same view. One of Wonder Woman’s most sinister adversaries, the Duke of Deception, runs an advertising firm called the Lie Factory.

We have now reached a level in which many people are not merely unacquainted with the fundamentals of punctuation, but don’t evidently realize that there are fundamentals. Many people—people who make posters for leading publishers, write captions for the BBC, compose letters and advertisements for important institutions—seem to think that capitalization and marks of punctuation are condiments that you sprinkle through any collection of words as if from a salt shaker. Here is a headline, exactly as presented, from a magazine ad for a private school in York: “Ranked by the daily Telegraph the top Northern Co-Educational day and Boarding School for Academic results.” All those capital letters are just random. Does anyone really think that the correct rendering of the newspaper is “the daily Telegraph”? Is it really possible to be that unobservant? Well, yes, as a matter of fact. Not long ago, I received an e-mail from someone at the Department for Children, Schools and Families asking me to take part in a campaign to help raise appreciation for the quality of teaching in Great Britain. Here is the opening line of the message exactly as it was sent to me: “Hi Bill. Hope alls well. Here at the Department of Children Schools and Families…” In the space of one line, fourteen words, the author has made three elemental punctuation errors (two missing commas, one missing apostrophe; I am not telling you more than that) and gotten the name of her own department wrong—this from a person whose job is to promote education. In a similar spirit, I received a letter not long ago from a pediatric surgeon inviting me to speak at a conference. The writer used the word “children’s” twice in her invitation, spelling it two different ways and getting it wrong both times. This was a children’s specialist working in a children’s hospital. How long do you have to be exposed to a word, how central must it be to your working life, to notice how it is spelled?

The campaign against cancer, Farber learned, was much like a political campaign: it needed icons, mascots, images, slogans—the strategies of advertising as much as the tools of science. For any illness to rise to political prominence, it needed to be marketed, just as a political campaign needed marketing. A disease needed to be transformed politically before it could be transformed scientifically.

Retrospect of Medicine & Pharmacy lists the following ‘fluids to be used for vaginal douching’ to prevent conception: alum, acetate of lead, chloride, boracic acid, carbolic acid, iodine, mercury, zinc and Lysol disinfectant. Lysol brand disinfectant was introduced in 1889 to control a severe cholera epidemic in Germany. But its antiseptic qualities were soon put to other uses, and by the 1920s Lysol was being aggressively marketed as a vaginal douching agent. Birth control was a highly controversial issue in the 1920s and certainly not something to be openly advertised. By focusing on the issue of ‘feminine hygiene’ within marriage in their advertising campaign, Lysol could raise the subject of sex and intimacy without ever having to use the word ‘sex’. Soon, a product that was used to scrub out bins, drains and toilets was being used to clean vulvas as well.

The processes of corporate power do not work in isolation. The economic and legal mechanisms that allow the privatization of the commonwealth, externalization of costs, predatory economic practices, political influence-buying, manipulation of regulation and deregulation, control of the media, propaganda and advertising in schools, and the use of police and military forces to protect the property of the wealthy-all of these work synergistically to weave a complex web of power. Activists have dedicated lifetimes of necessary work to deal with the results of corporate power, by trying to mitigate the results of power: an ever-increasing disparity in wealth and power and continual economic, political, environmental, and human rights crises. For social justice campaigns to be strategic, it is also necessary to examine how privatization, externalization, monopoly, and other corporate power processes have been institutionalized. This institutionalization is exemplified in the structural adjustment programs of the World Bank and International Monetary Fund, and in recent "free" trade agreements which have culminated in the creation of the World Trade Organization. An understanding of such institutions provides a necessary tool for achieving the long-term goals of environmental sustainability and social justice.

It floats!” These two words threatened to sink Woodrow Wilson. Soap had been part of civilization for at least four thousand years, going as far back as the Babylonians, who had discovered a formula for water, alkali, and oils that could dissolve dirt and grease. In the 1830s, a man named Alexander Norris suggested that his two sons-in-law—one of whom made candles, the other soap—merge their companies. William Procter and James Gamble did just that, making a small fortune together as purveyors to the Union army during the Civil War. A decade later, Gamble’s son created a phenomenon, combining a strong laundry detergent and a gentle cleaner and whipping in enough air to keep the white cake of soap from sinking. Its two-word advertising campaign helped turn Ivory soap into an American household staple for another century and Procter & Gamble into one of America’s leading manufacturers.

Terrell, Paul, 66–67, 68 Tesler, Larry, 96–97, 99, 114, 120, 136, 301 Tevanian, Avadis “Avie,” xvi, 259, 268, 272–74, 300–301, 303, 308–9, 362, 366, 458–59, 461 textbook industry, 509–10, 554 “There Goes My Love” (song), 498 “Things Have Changed” (song), 412 “Think Different” advertising campaign, vii, xviii, 328–32, 358 original Jobs version, 577 Thomas, Brent, 162 Thomas, Dylan, 19 Through the Looking Glass (Carroll), 235 Thurman, Mrs., 12 Thus Spoke Zarathustra (Nietzsche), 119 Tiffany, Louis, 123 Time, xvii, xviii, 90, 166, 218, 290, 323, 381, 383, 429, 473, 495, 504, 506 SJ profiled by, 106–7, 139–41 Time Inc., 330, 473, 478, 504, 506–7 Time-Life Pictures, 330 “Times They Are A-Changing, The” (Dylan), 168, 207 Time Warner, 506 Tin Toy (film), 248 Toshiba, 385, 386 touchscreens, 93 Toy Story (film), 285–91, 305, 311, 372, 373–74, 427, 428, 430, 434, 437, 472, 565 basic idea for, 285–86 blockbuster success of, 290–91 budgeting of, 288

After all, the media have been and are the major dispenser of the ideals and norms surrounding motherhood: Millions of us have gone to the media for nuts-and-bolts child-rearing advice. Many of us, in fact, preferred media advice to the advice our mothers gave us. We didn't want to be like our mothers and many of us didn't want to raise our kids the way they raised us (although it turns out they did a pretty good job in the end). Thus beginning in the mid-1970s, working mothers became the most important thing you can become in the United States: a market. And they became a market just as niche marketing was exploding--the rise of cable channels, magazines like Working Mother, Family Life, Child, and Twins, all supported by advertisements geared specifically to the new, modern mother. Increased emphasis on child safety, from car seats to bicycle helmets, increased concerns about Johnny not being able to read, the recognition that mothers bought cars, watched the news, and maybe didn't want to tune into one TV show after the next about male detectives with a cockatoo or some other dumbass mascot saving hapless women--all contributed to new shows, ad campaigns, magazines, and TV news stories geared to mothers, especially affluent, upscale ones. Because of this sheer increase in output and target marketing, mothers were bombarded as never before by media constructions of the good mother. The good mother bought all this stuff to stimulate, protect, educate, and indulge her kids. She had to assemble it, install it, use it with her child, and protect her child from some of its features.

Daily work in the field of online advertising, as Jack Goldenberg sees it, is still significantly different from what the trends are propagated by online promotions. Defining online budget According to Jack Goldenberg a vast majority of the budget for online advertising does not exceed $2,000 on a monthly basis, depending on the perception of the company as they can bring effects "online adventure", established budgets for online advertising move in value from $200 to $2,000 per month (with highest proportion of $200-$500). This does not mean that a number of companies gives less advertising - but even then it can not be called "creating the campaign." Goldenberg believes that in order to create an online advertising campaign there should be a budget of at least $500 for the use of different types of online advertising. Goldenberg explains this as: In an environment of such budget is not simply distribute the money "wisely" and that since it has obvious benefits through a variety of online advertising systems. Jack Goldenberg found out how most companies in the world and USA are oriented towards effects in relation to the funds that are made for advertising. In this type of company, regardless of what everyone knows to be used types of brand advertising (advertising through banners - display advertising) to create recognizable firms in certain target groups, the effects of such advertising are not directly comparable with respect to the effects of (price per click - CPC - Cost per click) with contextual advertising, which for years has given much more efficient (measurable) results in relation to advertising banners, concludes Mr. Goldenberg. According to Yoel Goldenberg it is good when there is an understanding in companies that brand advertising has a different type of effects in relation to the PPC (contextual) advertising, and that would be it "documented" in a certain way, it is necessary to constantly explore and find those web sites that deliver the best effects for optimum need of assets. The process of creating an online advertising campaigns, explained by Goldenberg, usually starts (or should start) finding individual Web sites on which to advertise a company could, possibly longer term. Unfortunately, says Goldenberg, in our country is not in all sectors (industries) simply find diverse Web sites from which to choose "pretenders" for online advertising. An even greater problem is the fact that long-term advertising on a Web site does not bring the desired effect, unless it is constantly not working to the content of advertising often changes with an emphasis on meeting the needs of potential clients.

So Jobs and Markkula enlisted Gerry Roche, a gregarious corporate headhunter, to find someone else. They decided not to focus on technology executives; what they needed was a consumer marketer who knew advertising and had the corporate polish that would play well on Wall Street. Roche set his sights on the hottest consumer marketing wizard of the moment, John Sculley, president of the Pepsi-Cola division of PepsiCo, whose Pepsi Challenge campaign had been an advertising and publicity triumph. When Jobs gave a talk to Stanford business students, he heard good things about Sculley, who had spoken to the class earlier. So he told Roche he would be happy to meet him.

So Jobs and Markkula enlisted Gerry Roche, a gregarious corporate headhunter, to find someone else. They decided not to focus on technology executives; what they needed was a consumer marketer who knew advertising and had the corporate polish that would play well on Wall Street. Roche set his sights on the hottest consumer marketing wizard of the moment, John Sculley, president of the Pepsi- Cola division of PepsiCo, whose Pepsi Challenge campaign had been an advertising and publicity triumph. When Jobs gave a talk to Stanford business students, he heard good things about Sculley, who had spoken to the class earlier. So he told Roche he would be happy to meet him.

DOES HARVARD MAKE YOU SMARTER? Swimmer’s Body Illusion As essayist and trader Nassim Taleb resolved to do something about the stubborn extra pounds he’d be carrying, he contemplated taking up various sports. However, joggers seemed scrawny and unhappy, and bodybuilders looked broad and stupid, and tennis players? Oh, so upper-middle class! Swimmers, though, appealed to him with their well-built, streamlined bodies. He decided to sign up at his local swimming pool and to train hard twice a week. A short while later, he realised that he had succumbed to an illusion. Professional swimmers don’t have perfect bodies because they train extensively. Rather, they are good swimmers because of their physiques. How their bodies are designed is a factor for selection and not the result of their activities. Similarly, female models advertise cosmetics and thus, many female consumers believe that these products make you beautiful. But it is not the cosmetics that make these women model-like. Quite simply, the models are born attractive and only for this reason are they candidates for cosmetics advertising. As with the swimmers’ bodies, beauty is a factor for selection and not the result. Whenever we confuse selection factors with results, we fall prey to what Taleb calls the swimmer’s body illusion. Without this illusion, half of advertising campaigns would not work

The other pioneer of political public relations was Edward Bernays, a nephew of Sigmund Freud, who sharpened his skills writing prowar propaganda for the Committee on Public Information during World War I. After the war he decided that the word “propaganda” had a negative ring, due to its use by the defeated Germans; he came up with a new phrase, “public relations,” which has a distinctly more Madison Avenue sound. In 1928, in his influential Propaganda, Bernays claimed that manipulating public opinion was a necessary part of democracy. According to his daughter, Bernays believed the common people were “not to be relied upon, [so] they had to be guided from above.” She would later say that her father believed in “enlightened despotism”—a system through which intelligent men such as himself would keep the mob in line through the clever use of subliminal PR campaigns. His clients included not only such megacorporations as Procter & Gamble, the United Fruit Company, and the American Tobacco Company (through clever advertising campaigns, he sought to remove the traditional stigma against women smoking), but also Republican president Calvin Coolidge. Bernays did not feel it would be strategic to allay the public’s fear of communism and urged his clients to play on popular emotions and magnify that fear. His work laid some of the foundation of the McCarthyite hysteria of the 1950s. Life magazine named Bernays one of the one hundred most influential Americans of the twentieth century.

Folkloric dances in the metro, innumerable campaigns for security, the slogan “tomorrow I work” accompanied by a smile formerly reserved for leisure time, and the advertising sequence for the election to the Prud-hommes (an industrial tribunal): “I don’t let anyone choose for me”—an Ubuesque slogan, one that rang so spectacularly falsely, with a mocking liberty, that of proving the social while denying it. It is not by chance that advertising, after having, for a long time, carried an implicit ultimatum of an economic kind, fundamentally saying and repeating incessantly, “I buy, I consume, I take pleasure,” today repeats in other forms, “I vote, I participate, I am present, I am concerned”—mirror of a paradoxical mockery, mirror of the indifference of all public signification.

-jeez, these guys, with their on-again, off-again rela­tionships, lutgen said; -Yeah, Dave said: now you see them, now you see them once more; -They're virtual insects!, Jurgen said; -Virtually innumerable, said Dave; -I wonder, though, if we haven't got it wrong, Jurgen said: I mean, I wonder if maybe these guys' natural condition isn't to be lit up-if their ground state isn't actually when they're glowing; -Hm, said Dave: so what they're actually doing is turning off their lights­ -Right: momentarily going under; -Flashing darkness­ -Projecting their inner voids­ -Their repeating, periodic depressions ... -So then, I suppose, we should really call them douse bugs---;. -Exactly... -Or nature's faders---;. -Flying extinguishers­ -Buzzing snuffers-! -Or maybe­ -Or maybe, despite what it looks like, maybe they really are glowing constantly, Jurgen said: but, through some malign unknown mechanism, their everlasting light is peri­odically swallowed up by un-understood atmospheric forces; -So then they're being occluded­ -Rudely occluded­ -Denied their God-given right to shine ... -So that, I suppose, would make them-o horror-victims­ -Yeah: victims of predatory darkness­ -Of uncontrollable flares of night; -So it isn't bioluminescence, but eco-eclipsis­ -Exactly: ambient effacement­ -Nature's station-identification­ -Ongoing lessons in humility ... -In fact, that might explain the nits' efficiency factor, Jurgen Said: you know, these guys burn so cleanly that they produce what's known in the trade as cold light they put together this real slow oxidation reaction within these little cell-structures called photocytes, using a really weird enzyme and substrate that're, like, named for the devil; and the result is virtually 100% efficient: almost no heat is lost at all... -So, in fact, these folks should be our heroes­ -Exactly: our role models­ -Our ego ideals---;. -Hosts of syndicated talk shows­ -Spokes-things for massive advertising campaigns---;. -In fact, children should be forced to leave their families and go be raised by them­-MacArthur winners, all...

We need not stop now to go round and round the vicious circle of production and consumption. We need not remind ourselves of the furious barrage of advertisements by which people are flattered and frightened out of a reasonable contentment into a greedy hankering after goods that they do not really need; nor point out for the thousandth time how every evil passion—snobbery, laziness, vanity, concupiscence, ignorance, greed—is appealed to in these campaigns. Nor how unassuming communities (described as backward countries) have these desires ruthlessly forced upon them by their neighbors in the effort to find an outlet for goods whose market is saturated. And we must not take up too much time in pointing out how, as the necessity to sell goods in quantity becomes more desperate, the people’s appreciation of quality is violently discouraged and suppressed. You must not buy goods that last too long, for production cannot be kept going unless the goods wear out, or fall out of fashion, and so can be thrown away and replaced with others.

opportunities inherent in the logic of the system. The American system of government has never separated money from political power, and in the two decades before Trump’s election, the role of money in American politics had grown manifold. Elections are decided by money: unlike in many other democracies, where electoral campaigns last from several weeks to a few months, are financed by government grants and/or subjected to strict spending limits—in the United States, it is contributions from the private sector that allow campaigns to exist in the first place. National and state party machines reinforce this system by apportioning access to public debates on the basis of the amount of money a candidate has secured. Access to media, which is to say, access to voters, also costs money: where in many democracies media are bound by obligations to provide airtime to candidates, in America the primary vehicle for addressing voters is through paid advertisements. No one in the political mainstream seemed to think anything was wrong with the marriage of money and politics. Former elected officials went to work as lobbyists. Using campaign contributions and lobbying to create (or kill) laws was normal. Power begat more money, and money begat more power. We could call the system that preceded and precipitated Trump’s rise an oligarchy, and we would be right.

Now that Mexicans can retain their nationality, activist groups encourage them to naturalize and become active in Hispanic causes. There was a huge push in 2007 to naturalize in time for the 2008 elections. Newspapers and television joined church groups and Hispanic activists in a campaign called Ya Es Hora. ¡Ciudadanía! (It’s time. Citizenship!). La Opinión, a Los Angeles newspaper, published full-page advertisements explaining how to apply for citizenship, and the Spanish-language network Univision’s KMEX television station in Los Angeles promoted citizenship workshops on the air. A popular radio personality named Eddie Sotelo ran a call-in contest called “Who Wants to be a Citizen?” in which listeners could win prizes by answering questions from the citizenship exam. In 2008, Janet Murguia, president of La Raza, was frank about why she was part of a widespread effort to register Hispanics to vote: She wanted them to “help shape the political landscape.” In California, where 300,000 people—overwhelmingly Hispanic—were naturalized in 2008, whites were expected to be a minority of the electorate in 2026. Joanuen Llamas, who immigrated legally in 1998, naturalized in 2008 after attending the massive 2006 demonstrations in support of illegal aliens. She said she was inspired by one of the pro-amnesty slogans she had heard: “Today we march, tomorrow we vote.” Hispanics like her are not naturalizing because they love America but because they want to change it.

The AIDS obsession doubtless arises from the fact that the exceptional destiny of the sufferers gives them what others cruelly lack today: a strong, impregnable identity, a sacrificial identity -- the privilege of illness, around which, in other cultures, the entire group once gravitated, and which we have abolished almost everywhere today by the enterprise of therapeutic eradication of Evil [le Mal]. But in another way, the whole strategy of the prevention of illness merely shifts the problem [le mal] from the biological to the social body. All the anti-AIDS campaigns, playing on solidarity and fear -- `Your AIDS interests me' -- give rise to an emotional contagion as noxious as the biological. The promotional infectiousness of information is just as obscene and dangerous as that of the virus. If AIDS destroys biological immunities, then the collective theatricalization and brainwashing, the blackmailing into responsibility and mobilization, are playing their part in propagating the epidemic of information and, as a side-effect, in reinforcing the social body's immunodeficiency -- a process that is already far advanced -- and in promoting that other mental AIDS that is the Aids-athon, the Telethon and other assorted Thanatons -- expiation and atonement of the collective bad conscience, pornographic orchestration of national unity. AIDS itself ends up looking like a side-effect of this demagogic virulence. `Tu me préserves actif, je te préservatif' ['You keep me active, I condom you']: this scabrous irony, heavy with blackmail, which is also that of Benetton, as it once was of the BNP, in fact conceals a technique of manipulation and dissolution of the social body by the stimulation of the vilest emotions: self-pity and self-disgust. Politicians and advertisers have understood that the key to democratic government -- perhaps even the essence of the political? -- is to take general stupidity for granted: `Your idiocy, your resentment, interest us!' Behind which lurks an even more suspect discourse: `Your rights, your destitution, your freedom, interest us!' Democratic souls have been trained to swallow all the horrors, scandals, bluff, brainwashing and misery, and to launder these themselves. Behind the condescending interest there always lurks the voracious countenance of the vampire.

Well before the end of the 20th century however print had lost its former dominance. This resulted in, among other things, a different kind of person getting elected as leader. One who can present himself and his programs in a polished way, as Lee Quan Yu you observed in 2000, adding, “Satellite television has allowed me to follow the American presidential campaign. I am amazed at the way media professionals can give a candidate a new image and transform him, at least superficially, into a different personality. Winning an election becomes, in large measure, a contest in packaging and advertising. Just as the benefits of the printed era were inextricable from its costs, so it is with the visual age. With screens in every home entertainment is omnipresent and boredom a rarity. More substantively, injustice visualized is more visceral than injustice described. Television played a crucial role in the American Civil rights movement, yet the costs of television are substantial, privileging emotional display over self-command, changing the kinds of people and arguments that are taken seriously in public life. The shift from print to visual culture continues with the contemporary entrenchment of the Internet and social media, which bring with them four biases that make it more difficult for leaders to develop their capabilities than in the age of print. These are immediacy, intensity, polarity, and conformity. Although the Internet makes news and data more immediately accessible than ever, this surfeit of information has hardly made us individually more knowledgeable, let alone wiser, as the cost of accessing information becomes negligible, as with the Internet, the incentives to remember it seem to weaken. While forgetting anyone fact may not matter, the systematic failure to internalize information brings about a change in perception, and a weakening of analytical ability. Facts are rarely self-explanatory; their significance and interpretation depend on context and relevance. For information to be transmuted into something approaching wisdom it must be placed within a broader context of history and experience. As a general rule, images speak at a more emotional register of intensity than do words. Television and social media rely on images that inflamed the passions, threatening to overwhelm leadership with the combination of personal and mass emotion. Social media, in particular, have encouraged users to become image conscious spin doctors. All this engenders a more populist politics that celebrates utterances perceived to be authentic over the polished sound bites of the television era, not to mention the more analytical output of print. The architects of the Internet thought of their invention as an ingenious means of connecting the world. In reality, it has also yielded a new way to divide humanity into warring tribes. Polarity and conformity rely upon, and reinforce, each other. One is shunted into a group, and then the group polices once thinking. Small wonder that on many contemporary social media platforms, users are divided into followers and influencers. There are no leaders. What are the consequences for leadership? In our present circumstances, Lee's gloomy assessment of visual media's effects is relevant. From such a process, I doubt if a Churchill or Roosevelt or a de Gaulle can emerge. It is not that changes in communications technology have made inspired leadership and deep thinking about world order impossible, but that in an age dominated by television and the Internet, thoughtful leaders must struggle against the tide.

Clinton got out there and created a new narrative on the economy, which took some of the needles out of Obama,” says Republican strategist Mike Murphy. “It was the biggest single number-moving event in the entire campaign. It was devastatingly important to the Obama guys. And he put him back in business.” (It also helped, Murphy adds, that “the Romney campaign was totally incompetent.”) In 2000, Clinton had famously faulted Al Gore for not letting Clinton rally the base in key swing states. It was not a mistake Barack Obama was going to repeat. In addition to his convention speech, Clinton stumped for Obama in swing states like Florida and Ohio. Unlike Gore and his campaign team, “the Obama people, despite whatever hard feelings they had, were pretty dispassionate and not afraid to let him come in and steal the show, if they thought it would be helpful,” says a former Clinton official who worked in the Obama administration. Clinton even starred in a widely seen advertisement for Obama, declaring that “President Obama has a plan to rebuild America from the ground up, investing in innovation, education, and job training. It only works if there is a strong middle class. That’s what happened when I was president.”15

If you want meaning for your brand or company, dare to embrace conflict

An example is the campaign that Goodby, Berlin & Sil- verstein produced for the Northern California Honda Deal- ers Advertising Association (NCHDAA) in 1989. Rather than conform to the stereotypical dealer group advertising ("one of a kind, never to be repeated deals, this weekend 114 Figure 4.1 UNUM: "Bear and Salmon. Figure 4.2 UNUM: "Father and Child." 115 PEELING THE ONION only, the Honda-thon, fifteen hundred dollars cash back . . ." shouted over cheesy running footage), it was decided that the campaign should reflect the tone of the national cam- paign that it ran alongside. After all, we reasoned, the only people who know that one spot is from the national cam- paign and another from a regional dealer group are industry insiders. In the real world, all people see is the name "Honda" at the end. It's dumb having one of (Los Angeles agency) Rubin Postaer's intelligent, stylish commercials for Honda in one break, and then in the next, 30 seconds of car salesman hell, also apparently from Honda. All the good work done by the first ad would be undone by the second. What if, we asked ourselves, we could in some way regionalize the national message? In other words, take the tone and quality of Rubin Postaer's campaign and make it unique to Northern California? All of the regional dealer groups signed off as the Northern California Chevy/Ford/ Toyota Dealers, yet none of the ads would have seemed out of place in Florida or Wisconsin. In fact, that's probably where they got them from. In our research, we began not by asking people about cars, or car dealers, but about living in Northern California. What's it like? What does it mean? How would you describe it to an alien? (There are times when my British accent comes in very useful.) How does it compare to Southern California? "Oh, North and South are very different," a man in a focus group told me. "How so?" "Well, let me put it this way. There's a great rivalry between the (San Francisco) Giants and the (L.A.) Dodgers," he said. "But the Dodgers' fans don't know about it." Everyone laughed. People in the "Southland" were on a different planet. All they cared about was their suntans and flashy cars. Northern Californians, by comparison, were more modest, discerning, less likely to buy things to "make state- ments," interested in how products performed as opposed to 116 Take the Wider View what they looked like, more environmentally conscious, and concerned with the quality of life. We already knew from American Honda—supplied re- search what Northern Californians thought of Honda's cars. They were perceived as stylish without being ostentatious, reliable, understated, good value for the money . . . the paral- lels were remarkable. The creative brief asked the team to consider placing Honda in the unique context of Northern California, and to imagine that "Hondas are designed with Northern Californi- ans in mind." Dave O'Hare, who always swore that he hated advertising taglines and had no talent for writing them, came back immediately with a line to which he wanted to write a campaign: "Is Honda the Perfect Car for Northern Califor- nia, or What?" The launch commercial took advantage of the rivalry between Northern and Southern California. Set in the state senate chamber in Sacramento, it opens on the Speaker try- ing to hush the house. "Please, please," he admonishes, "the gentleman from Northern California has the floor." "What my Southern Californian colleague proposes is a moral outrage," the senator splutters, waving a sheaf of papers at the other side of the floor. "Widening the Pacific Coast Highway . . . to ten lanes!" A Southern Californian senator with bouffant hair and a pink tie shrugs his shoulders. "It's too windy," he whines (note: windy as in curves, not weather), and his fellow Southern Californians high-five and murmur their assent. The Northern Californians go nuts, and the Speaker strug- gles in vain to call everyone to order. The camera goes out- side as th

The old model makes being wrong incredibly expensive. Who can afford to learn that the product isn’t resonating after they’ve spent months planning a campaign?

cable broadcasters (YTN and MBN) a total of 43 times. An information security campaign advertisement

In practice, ship and iterate means that marketing programs and PR pushes should be minimal at launch. If you are in the restaurant business, you call this a soft opening. When you push the babies out of the nest, don’t give them a jetpack or even a parachute—let them fly on their own. (Note: This is a metaphor.) Invest only when they get some lift. Google’s Chrome is a great example of this—it launched in 2008 with minimal fanfare and practically no marketing budget and gained terrific momentum on its own, based solely on its excellence. Later, around the time the browser pushed past seventy million users, the team decided to pour fuel on the fire and approved a marketing push (and even a TV advertising campaign). But not until the product had proven itself a winner did it get fed.

You should try to build word of mouth into every advertising campaign.

New management always compelled changes in advertising strategy, if for no other reason than to show who was boss.

the ad industry’s greatest secret: In the modern world, perception is reality.

Mass advertising efforts tend to work with a small minority of adults, leaving the majority with deepening skepticism toward Christians and faith communities. The message of Jesus and the invitation to participate in a local community are turned into a mere marketing campaign. Are there times when marketing should be employed, particularly in relational ways, such as giving people in your church invitation cards for their churchless neighbors? Yes! But every method should be adopted with the knowledge that what’s at stake is much more than what kind of numbers we attract each Sunday. We are stewards of the truest story about humanity and God. We must take care not to cheapen the gospel by relying on marketing prowess to attract attenders.

subtext and context could substitute for text in advertising.

What makes their new campaign so awful is that they're trying to convince business travelers that flying Southwest will make us more “productive.” Right. That's the big airline issue for me. Not price. Not schedule. Not comfort. Not reliability. "Bob, what airline you wanna take?" "I don't know. Which one makes me more productive?" It's such a moronic strategy, it can only have come from a trained marketing professional.

If the time to begin something new always came with a sign, our life would be like a non stop advertising campaign!

Advertising agencies used to serve as their clients’ eyes and ears in the marketplace. Was there a need for a new product? Was a service now more popular in the suburbs than the cities? Were more men using a household cleanser than women? The ad agency’s research department was usually the first, and often the only, source for such information.

You should position yourself in terms of trying to represent the customers’ interest, rather than the client. The customer wants to get something out of this message, entertainment or emotion, something he or she can embrace.

By selecting “Turn on lead collection for this campaign,” LinkedIn will be able to email you every time someone asks to be contacted by your company, and you can reach out to these leads via the LinkedIn InMail feature.

Despite initial enthusiasm from Page’s distributors, as an overall category, innerwear remained a low-profile product in retail stores. This would ultimately necessitate a high-pitched, pan-India advertising campaign from Page, but the costs were prohibitive. Competitive intensity from incumbents had already increased substantially during 1995–2000. When the company reached sales of Rs 21 crore in FY2000, Rupa and Maxwell were already at Rs 150 crore each. One level above them, in the mid-premium segment, brands like Liberty, Libertina and Tantex (TTK Tantex) were firmly ensconced. Associated Apparels (Liberty and Libertina) reported sales of Rs 100 crore during the same period. In a stroke of luck for Page, both TTK Tantex and Associated Apparels fell prey to labour strikes. TTK Tantex saw labour-related plant shutdowns in 1997 that lasted for two years, sending the company’s revenues into a steady descent (see Exhibit 55). The TTK Group had twenty companies across many sectors and, due to lack of management bandwidth to handle the crisis, sold the innerwear brand in FY02. In the same year, Associated Apparels had a labour strike in one of its factories that disrupted its supply chain. The exit of both TTK Tantex and the crippling of Associated Apparels played into Page’s hands as all the large innerwear retailers (dealers) in northern and western India shifted to Jockey.

The election campaign of 1951–2 was conducted through large public meetings, door-to-door canvassing, and the use of visual media. ‘At the height of election fever’, wrote a British observer, ‘posters and emblems were profuse everywhere – on walls, at street corners, even decorating the statues in New Delhi and defying the dignity of a former generation of Viceroys’. A novel method of advertising was on display in Calcutta, where stray cows had ‘Vote Congress’ written on their backs in Bengali.

Raymond. Suitings for the complete man’. The campaign from Nexus Equity, an agency founded by Rajiv Agarwal, Arun Kale, M Raghunath and Rajan Nair, became a defining moment in Indian advertising. It broke away from the cliché-ridden suitings advertising of smart young men with women draped over their arms, mansions, luxury sedans, horses and more. One

You should consider search-based campaigns as the foundation of your online advertising. This is because search advertising typically sees higher conversion rates and better return on investment (ROI) than display or social campaigns.

Yes, advertising for lack of a better word. With one war ending and the new Korean War heating up, people around the country are tired of constant fighting and need encouragement to get into a new war. I'm one of the guys who plans and organizes the campaigns aimed at keeping the U.S. Citizens feeling good about their military." Turning

These advertising campaigns were left to outside experts, whom Rosenstiel had learned early in his career were the best people for the job. When his company was still young, he had once trained five thousand parrots to say, “Drink Old Quaker” and then gave the birds to bartenders. (The campaign fizzled in all the disastrous ways one imagines it would.)

This curious coalition of Muslims and Marxists had picked Watts, Allen wrote, because blacks were actually rather well off there: “[I]f Watts could be exploded they could do it anywhere else in America.” So they had flooded the area with propaganda, most notably a “publicity campaign rivaling the Advertising Council’s promotion of Smokey the Bear” aimed at “the construction of the myth of police brutality.” With

Billboards can do more than attract direct sales on occasion. Billboards also help when you are new to an area and want to make your presence known and when you want to tie in with a unique advertising campaign or promotion.

the Apple Stores’ sleek minimalist design and close control over the consumer experience, the omnipresent advertising campaigns, the price positioning as a maker of premium goods, and the lingering nimbus of Steve Jobs’s personal charisma all contribute to a perception that Apple offers products so good as to constitute a category of their own.

I see professional advisors cold-call perfect strangers rather than do a call rotation for existing clients. I see advisors do prospecting seminars rather than a client advisory council or client appreciation event, and I see advisors run advertising campaigns rather than network with existing strategic allies and other professional influencers. “Spray and pray” marketing strategies are flawed on so many levels. Why, then, do so many advisors still attempt them? The reason for this is simple; nurturing existing relationships and other tried and true strategies can be boring and rarely results in instant gratification. Too many advisors want to find the next “new idea”, something with some “sizzle”, and, as a result, are continually searching for and dabbling with concepts that ultimately have minimal impact. It’s not unlike investing. How many times have you seen someone try to hit a home-run with a high-risk investment opportunity rather than stick with a methodical long-term approach? It’s not just money that compounds. As I’ve said before, discipline compounds, too. You have to be patient and let your efforts gather momentum. Too many advisors get themselves into the proverbial “Red Zone” and, rather than stick to the plan and see it through, they self-sabotage by abandoning the fundamentals and trying something new. Neglect also compounds. If we neglect our existing relationships it’s only a matter of time before they’ll be lured away and we’ll have to throw our own Hail Mary. Don’t deviate from your process. Identify the most fundamentally sound and proven trust-building activities, stick with them and tune out all the other noise. It’s much more effective to strengthen and nurture existing relationships over the long haul, rather than perpetually trying to start new ones. The prospecting treadmill is draining and you are building a business that is chaotic and unfocused. Relationships are proprietary and are a big part of the equity that you are building in your business.

A few months later, Procter & Gamble tried something similar. Its CEO, A. G. Lafley, had begun talking about the need for P&G to get closer to its consumers. After reading about this, Facebook ad salesman Colleran did one of his masterful cold calls to find out if P&G was targeting any of its brands at the college market. It turned out that while P&G’s Crest White Strips teeth-whitening product had never been aimed specifically at college students, company data showed that the strips sold particularly well at Wal-Marts located near campuses. Colleran and P&G marketers came up with a Facebook campaign called Smile State. Much as Chase and Apple had done, P&G created a sponsored group on Facebook for Crest White Strips. It advertised the Smile State group only to users who were students at one of twenty large state universities located near Wal-Marts. Any student who joined got tickets to an upcoming college-oriented Matthew McConaughey movie called We Are Marshall. In addition, the schools that enrolled the most members in the Crest White Strips group got a concert organized by Def Jam Records. Over 20,000 people joined. To have 20,000 people explicitly expressing affinity for Crest White Strips using their real name is the kind of thing that gives marketers goose bumps. It was a huge win for P&G and for Facebook.

the campaign was simple and brilliant. But, then again, in great advertising, the best ideas always are!

It may be a sad commentary, but it is a fact that many people equate political campaigns with television advertising. If you’re on the air, you’re campaigning; if you’re not on the air, you’re nowhere. Just days after the first ad appeared, several people I encountered commented on it.

Three important characteristics of propaganda are that ( l ) it is intentional and purposeful, designed to incite a particular reaction or action in the target audience; (2) it is advantageous to the propagandist or sender which is why advertising, public relations, and political campaigns are considered forms of propaganda; and (3) it is usually one-way and informational (as in a mass media campaign), as opposed to two-way and interactive communication.