Advertising has lost its power to put a new brand name into the mind. Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its messages.
To be effective, advertising doesn’t need creativity. It needs credibility.
When a communication technique loses its functional purpose, it turns into an art form.
The goal of traditional advertising is to not to make the product famous. The goal of traditional advertising is to make the advertising famous. Instead of creating sales value, traditional advertising attempts to create talk value.
Advertising expenditures are often like legal expenditures. Both can be negative indicators. A company with big legal bills is not necessarily a company on the way up.
The true function of advertising is to reinforce an existing perception in the mind.
The best advertising programs have an “I knew that before, but I’m glad you reminded me” quality. “A diamond is forever,” DeBeers’ long-running campaign, is in that category. Rather than being information-laden, the best advertising programs are usually emotion-laden (the cheerleading analogy).
- Al Ries