Thursday, 12 January 2012

Essay - Advertising Strategies Quotes

How to produce successful advertising
Farbey, A D, 1998. How to produce successful advertising. London: Kogan Page Limited.
  • "It does not of itself sell goods (unless the subject area is direct marketing) but it creates the conditions for selling goods." - page 14
  • "Advertising aims to meed a need" - page 14

The advertising methods fifth edition
Caples, J, 1997. The Advertising Methods Fifth Edition. United States: Prentice Hall.

  • "Early in Han's own advertising career, a supervisor told him that all successful advertising was based on one or more of three appeals: 'sex, greed, or fear'." - page 70
  • "An ounce of belief is worth a pound of half-belief" - page 71
  • "There is no element in an advertisement more important than the appeal - the reason you give the reader for buying." - page 73

Theory of advertising
Scott, W D, 2009. The Theory of Advertising: A Simple Exposition of the principles of Psychology. Milton Keynes: Lighting Source UK Ltd.

  • "I have attempted to read broadly on the subject of advertising; I have tried to talk with business men - manufacturers, salesmen, publishers, professional advertisers, etc, and in all that I have read, and in all these conversations, I have never seen or heard and reference to anything except psychology which could furnish a stable foundation for a theory of advertising." - page 2
  • "Ordinarily the businessman does not realise that he means psychology when he says that he 'must know his customers' wants - what will catch their attention, what will impress them and lead them to buy', etc" - page 2 and 3
  • "And this will come through a closer knowledge of the psychological composition of the mind." - page 4

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