The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
If you want quality service, you have to pay for it. You don't buy into waste. I have great misgivings about the amount of advertising that we see in the health care field, some by hospitals, a lot by drug companies.
There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.
Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness.
I don't think there is enough educational programming, but unfortunately, television is built around advertising and those shows don't get the big ratings.
