A new definition of advertising
Posted: Sun Jan 19, 2025 9:57 am
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"A serious reason and a real reason"
"It's a good campaign because sales are going up."
"It's a bad campaign because sales are going down."
Reeves points out that neither of these statements may always be true. Winston Churchill once remarked in the British Parliament: “There are two reasons for everything - a good reason and a real reason.” And this is doubly true in advertising. Before you praise or criticize an advertising campaign, try to look at the real reason why sales are increasing list of congo consumer email or decreasing. Reeves gives the example of a well-known razor manufacturer who had a great advertising campaign. Sales were increasing, but then they inadvertently released millions of razor blades made of poor quality steel. Sales fell and the brand was almost destroyed - and it was not the advertising's fault.
“Recently, a group of marketers over lunch almost involuntarily listed thirty-seven different factors that could cause, one or all of them together, a brand’s overall sales to rise or fall.
Advertising was just one of them.
It could be a bad product. Or the price is wrong. Distribution is not working as it should. The budget is too low. (…) There are many variables. And when a wheel has many spokes, who can say which one is important to the wheel?” (Source: Rosser Reeves, Reality in Advertising , Alfred A. Knopf, New York 1970 (1st ed. 1961), pp. 4-5.)
"A serious reason and a real reason"
"It's a good campaign because sales are going up."
"It's a bad campaign because sales are going down."
Reeves points out that neither of these statements may always be true. Winston Churchill once remarked in the British Parliament: “There are two reasons for everything - a good reason and a real reason.” And this is doubly true in advertising. Before you praise or criticize an advertising campaign, try to look at the real reason why sales are increasing list of congo consumer email or decreasing. Reeves gives the example of a well-known razor manufacturer who had a great advertising campaign. Sales were increasing, but then they inadvertently released millions of razor blades made of poor quality steel. Sales fell and the brand was almost destroyed - and it was not the advertising's fault.
“Recently, a group of marketers over lunch almost involuntarily listed thirty-seven different factors that could cause, one or all of them together, a brand’s overall sales to rise or fall.
Advertising was just one of them.
It could be a bad product. Or the price is wrong. Distribution is not working as it should. The budget is too low. (…) There are many variables. And when a wheel has many spokes, who can say which one is important to the wheel?” (Source: Rosser Reeves, Reality in Advertising , Alfred A. Knopf, New York 1970 (1st ed. 1961), pp. 4-5.)