Marc Babej has skills. Few people have ever interviewed David Ogilvy, Rosser Reeves and Bill Bernbach in one sitting, and no one has done so posthumously. Until now…
Babej: What do you think of advertising that sells lifestyles or attitudes?
Bill Bernbach: “The magic is in the product… No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and it’s just a gimmick, it’s going to fall apart anyway.”
Rosser Reeves: “The writer must make the product itself interesting. Otherwise, a great part of his ingenuity and inventiveness will be used in devising tricks which lower the efficiency of advertising, rather than raising it.”
David Ogilvy: “If you spend your advertising budget entertaining the consumer, you’re a bloody fool. Housewives don’t buy a new detergent because the manufacturer told a joke on television last night. They buy the new detergent because it promises a benefit.”
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“David Ogilvy: “If you spend your advertising budget entertaining the consumer, you’re a bloody fool. Housewives don’t buy a new detergent because the manufacturer told a joke on television last night. They buy the new detergent because it promises a benefit.””
If you spend your advertising budget boring the consumers you are a bloody fool.
It’s a balance.
They will never hear about the benefit if the viewer changes the station, leaves the room or simply tunes out the ad. You have to get them to pay attention before you can inform them of the benefit.
Creativity is great! What about when you have to sell crap. What then? What if the average purchaser of the item is clueless about the item and has not the time or inclination to become informed about the item?
Sometimes the product is not worth paying money for. What then?
I’ll tell you what. You sell a dreams and emotions.
You just have to know what dreams and emotions to sell with the crapy product.
(Placing a truck on a fasion runway is not a wise idea. LMAO)