The Anatomy of Humbug by Paul Feldwick

Author:Paul Feldwick [Feldwick, Paul]
Language: eng
Format: epub
ISBN: 9781784628468
Publisher: Troubador Publishing Ltd
Published: 2014-12-22T07:00:00+00:00

And rather than attack Rosser Reeves (with whom I think he was always on good terms*), Bernbach typically accepted his position, and then patronisingly went beyond it:

A unique selling proposition is no longer enough. Without a unique selling talent, it may die.(1980)

This discourse served Bernbach and his successors well for two reasons. Firstly, it created common ground with clients whose fundamental assumption was a sales-based model of advertising – sure, it says, we’re salesmen too, but we’re more effective because we’re salesmen with artistry. And artistry is important because it attracts attention and it makes the message more memorable: points one and five of Starch’s 1923 hierarchical model.

For a speaker on advertising not to express the importance of creativity in getting attention to an ad and making the product advantage memorable is almost criminal negligence. (1980, emphasis added)

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