It should rivet the reader’s attention on the product. A good advertisement is one which sells the product without drawing attention to itself. There is one word which characterizes the ideal client-agency relationship: Permanency…If permanency is to be achieved, it must be deliberately and consciously built into the relationship.ġ1.
On the whole, however, I have observed an increasing tendency on the part of clients to welcome candour, particularly when it is based on the results of consumer research.ġ0. It is difficult to tell a client that his product has a serious fault. The most dangerous thing that can happen than agency is to depend on a single personal tie with a client company… Only when the agency is wired in at every level can you hope for tenure.ĩ. This is not toadyism, but elementary good manners… Why not? Are these not the finest goods and services? I think they are and that is why I advertise them.Ĩ. I have always tried to sit on the same side of the tables as my clients, to see problems through their eyes.ħ. This restless preparation of reserve positions will cut into your profits and exasperate your copywriters, but it will prolong your tenure of accounts.Ħ. You will then be ready with a shot in your locker if your first campaign flops, or incurs the displeasure of your client’s top management for some more subjective reason. As soon as a client has approved new campaign, begin work to develop another one, and put it in test markets. The agencies which are most successful inner business are those whose spokesmen show the most sensitive insight into the psychological make-up of the prospective client.ĥ. In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.Ĥ. The function of most advertising is not to persuade people to try product, but to persuade them to use it more often than other brands in their repertoire.ģ.
We are revolted by pseudo-academic jargon.Ģ. 1.We like reports and correspondence to be well written, easy-to-read and short.
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