18 ordspråk av Michael Schudson

Michael Schudson

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Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.

Sales may lead to advertising as much as advertising leads to sales.

Expensive, well-executed, and familiar ads convince the investors, as nothing in the black and white tables of assets and debits can, that the company is important and prosperous.

The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.

Buy me and you will overcome the anxieties I have just reminded you of.

It is very likely that many firms spend more on advertising than, for their own best interests, they should.

Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.

Most criticism of advertising is written in ignorance of what actually happens inside these agencies.

Advertising generally works to reinforce consumer trends rather than to initiate them.

The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.

Even if, as is generally the case, everything that the ad says about the product is scrupulously honest, or at any rate scrupulously avoids outright dishonesty, the implication of the direct address of most commercials - that the announcer speaks with the viewer's welfare at heart - is fraudulent.

Different groups are differentially vulnerable to advertising; and their vulnerability varies not so much with the character or quantity of advertisements as with the informational resources they can claim by age, education, station in life, and government guarantees of consumer protection.

But my second thought is that newspaper headlines and the presentation of stories in print are in a sense marketing devices to bring readers to your story. Why not use a new marketing device appropriate to the age of the Internet and the search engine?

If advertising is not an official or state art, it is nonetheless clearly art.

Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.

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