ABOUT YOUR AD CAMPAIGN . . .

"Cinema, radio, television, magazines are a school of inattention: people look without seeing, listen in without hearing."

Robert Bresson (1901-1999) French film director.

Completely true, possibly understated, certainly so as it pertains to advertising.

Remember the advertising phrase, "reach and frequency"? 

You can only afford so much reach, and in today's hyper social media world, never enough frequency.

What They Want To Hear, Not What You Think They Want To Hear

"Who speaks to the instincts speaks to the deepest in mankind, and finds the readiest response."

Amos Bronson Alcott

19th century American educator

Note to marketers:  Determine the instincts of your target audience and forget the tired platitudes.  

Not easy to do, I know.

But it is the heart of effective communication.

Most advertising doesn't work but only because most advertising is done poorly.