Image Image Image Image Image Image Image Image Image Image

Tôi Yêu Marketing | December 11, 2016

Scroll to top

Top

6 Comments

NHỮNG CÂU NÓI KINH ĐIỂN CỦA NHỮNG CÂY ĐẠI THỤ TRONG LÀNG QUẢNG CÁO

Photobucket

Photobucket

Khi ta đọc 1 quyển sách hay nghe 1 bài giảng, đôi khi những điều ta nhớ nhất chỉ vỏn vẹn trong những câu nói hay, trích dẫn (quotes) mà thôi. Do đó TYM thực hiện bài tổng hợp này, gồm 50 câu nói của những nhân vật nổi tiếng trong ngành quảng cáo, nhiều nhất vẫn là David Ogilvy và Leo Burnett – 2 tượng đài của Quảng cáo thế giới.

Mỗi câu nói là mỗi món quà tuy giản dị nhưng đều ẩn chứa rất nhiều kinh nghiệm, tư tưởng cũng như nỗi lòng của người đi trước. TYM tin rằng qua bài viết, bạn đọc sẽ có thêm nhiều góc nhìn rất khác, rất độc đáo về Advertising mà nếu diễn tả bằng lời văn, bằng dẫn chứng, minh họa có lẽ không sao làm được.

(Những câu màu đỏ là những câu TYM rất tâm đắc)

1. “Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business into type, paper and ink.” - Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL: Leo Burnett Company, Inc., p. 54.

2. Advertising is what you do when you can’t go see somebody. That’s all it is.” - Fairfax Cone (1963), ad agency partner, quoted in James B. Simpson, Contemporary Quotations, 1964, Binghamton, NY: Vail-Ballou Press, p. 84.

3. “Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” - Stephen Butler Leacock, quoted in Michael Jackman, Crown’s Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 1.

4. “The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print.” - Daniel Starch, Principles of Advertising, 1923, Chicago, IL: A.W. Shaw Company, p. 5.

5. “Advertising is legalized lying.” - H.G. Wells, quoted in Michael Jackman, Crown’s Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 2.

6. “Advertising is the genie which is transforming America into a place of comfort, luxury and ease for millions.” - William Allen White, quoted in John P. Bradley, Leo F. Daniels & Thomas C. Jones, The International Dictionary of Thoughts, 1969, Chicago, IL: J. G. Ferguson Publishing Co., p. 15.

7. To advertisers: “Do not compete with your agency in the creative area. Why keep a dog and bark yourself?” - David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 68.

8. “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” - David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 47.

9.9. Great designers seldom make great advertising men, because they get overcome by the beauty of the picture – and forget that merchandise must be sold.”- James Randolph Adams, quoted in John P. Bradley, Leo F. Daniels & Thomas C. Jones, The International Dictionary of Thoughts, 1969, Chicago, IL: J. G. Ferguson Publishing Co., p. 12.

10.

11. “Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.” - David Ogilvy, quoted in John P. Bradley, Leo F. Daniels & Thomas C. Jones, The International Dictionary of Thoughts, 1969, Chicago, IL: J. G. Ferguson Publishing Co., p. 15.

12. “If your advertising goes unnoticed, everything else is academic.” - William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.

13. “The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 61.

14. “I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 18.

15. “Advertising doesn’t create a product advantage. It can only convey it.” - William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.

16 16. “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”

17. “Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 50. - William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.

18. “As advertising blather becomes the nation’s normal idiom, language becomes printed noise.” - George Will (1976), quoted in Stephen Donadio, The New York Public Library: Book of Twentieth-Century American Quotations, 1992, New York: Stonesong Press, p. 71.

19. “If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 19.

20. “The consumer isn’t a moron. She is your wife.” - David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine, p. 84.

21. “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 79.

22. “The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.” - Dr. Charles Edwards, quoted in Leonard Safir and William Safire, Good Advice, 1982, New York: Times Books, p. 6.

23. “That is the kind of ad I like. Facts, facts, facts.” Samuel Goldwyn, U.S. film producer, quoted in Robert Andrews, The Columbia Dictionary of Quotations, 1993, New York, NY: Columbia University Press, p. 18.

24. “The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.” - Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 33.

25. What you say in advertising is more important than how you say it.” - David Ogilvy, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 63.

26. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” - David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 81.

27. “A writer should be joyous, an optimist . . . Anything that implies rejection of life is wrong for a writer.” - George Gribbin, quoted in Denis Higgins, The Art of Writing Advertising: Conversations with Masters of the Craft (1990), Lincolnwood, IL: NTC Business Books, p. 48.

28. “In advertising not to be different is virtually suicidal.” - William Bernbach, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

29. “Creativity is an advertising agency’s most valuable asset, because it is the rarest.” - Jef I. Richards (2001), Chairman of The University of Texas Advertising Department.

3.30. “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”

- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.

31. “Fun without sell gets nowhere but sell without fun tends to become obnoxious.” - Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 8.

32. “The Death of Advertising? I think that’s in the book of Revelation. It’s the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma.” - Jef I. Richards (1999), Chairman of The University of Texas Advertising Department.

33. Advertising moves people toward goods; merchandising moves goods toward people.” - Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 36.

34. “If you have a good selling idea, your secretary can write your ad for you.” - Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 16.

35. “It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.” - David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 16.

36. “You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.” - David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 14.

37. “In the factory we make cosmetics; in the drugstore we sell hope.” - Charles Revson, quoted in Michael Jackman, Crown’s Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 2.

38. “The first law in advertising is to avoid the concrete promise . . . and cultivate the delightfully vague.” - John Crosby (1947), quoted in Stephen Donadio, The New York Public Library: Book of Twentieth-Century American Quotations, 1992, New York: Stonesong Press, p. 70.

39. “Buy me and you will overcome the anxieties I have just reminded you of.” - Michael Schudson, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

40. “A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.” - William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.

41. “Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” - David Ogilvy, quoted in Denis Higgins, The Art of Writing Advertising: Conversations with Masters of the Craft (1990), Lincolnwood, IL: NTC Business Books, p. 86.

4242. Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

43. “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” - Steuart Henderson Britt, advertising consultant, quoted in Rhodas Thomas Tripp, The International Thesaurus of Quotations, 1970, New York, NY: Thomas Y. Crowell Company, p. 18.

4444. Advertisers constantly invent cures to which there is no disease. ~Author Unknown

45. “If it doesn’t sell, it isn’t creative.” - David Ogilvy, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

46. “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” - Jef I. Richards (1995), advertising professor, The University of Texas at Austin.

47. “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” - Fairfax Cone, of Foote Cone & Belding, quoted in John O’Toole, The Trouble with Advertising . . ., 1981, New York: Chelsea House, p. 48.

48. There is no such thing as national advertising. All advertising is local and personal. It’s one man or woman reading one newspaper in the kitchen or watching TV in the den.” - Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 204.

4949. Advertising is only evil when it advertises evil things. – David Ogilvy

5050. I have learned that it is far easier to write a speech about good advertising than it is to write a good ad. – Leo Burnett

MoTrong những câu trên, bạn thích câu nào nhất ? Có thể chia sẻ cùng TYM được không ?

Collected by www.toiyeumarketing.com

Photobucket



Comments

  1. TÂM

    :love:

  2. TÂM

    cần một chút đột phá hơn nữa !

  3. :aie: đột phá gì vậy Tâm :D :D nói rõ thêm miếng đi nào, hì hì :love:

  4. TÂM

    anh chỉ thấy cần đột phá thêm tí nữa, chứ anh thấy nó thế nào đó , cụ thể thì không biết, chỉ có admin mới bít cần thêm gì thôi heheh! suy nghĩ đi nào :love:

  5. It is so cool! I am trying to do that

  6. thank you

Comment with facebook

comments

Submit a Comment