Truth, Lies and Advertising

SKU: 189626
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Truth, Lies and Advertising

There are lots of stimulating ideas:

~ “In baiting a trap with cheese, always leave room for the mouse” highlights how too much advertising tells people what to think and allows them no room to form their own opinions

~ “We are so busy measuring public opinion that we forget we can mould it. We are so busy listening to statistics we forget that we can create them.” Bill Bernbach

~ Questions are often asked in the wrong way and advertising often follows research in the wrong direction

~ “Guts is cheaper than research.” Bill Johnson, Heinz

~ “We don’t ask consumers what they want. They don’t know.” Akio Morita, Sony

~ Great briefs are usually triumphs of simplicity over complexity

WHAT YOU HAVE TO WATCH

 

  • Not much – this is an excellent review of the pitfalls and guidelines that affect any creative briefing process
  • It is, however, written from a rather American perspective, so you need to aim off for this in some of the examples

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