No, I didn’t go “Shakespeare” on everyone. This is a quote from the book “The Essentials of Advertising”, published in 1921. You can read the book on Google Books here.
There are many examples that you may find interesting and relevant to your experience. Please share a few if you have a chance. An example that caught my eye was the following quote: “In writing an advertisement it is well to keep constantly in mind the four things it is expected to do, namely, to attract attention, to arouse interest, to create desire and to create a sale.” In today’s business schools they teach the “Customer Life Cycle”, the process in which advertising is a means to move customers through awareness, interest, trial, evaluation and advocacy.
So, as media options change, the process you move a customer through has stayed relatively constant. As marketers we need to be aware of this as we try to figure out the ever changing media landscape. Don’t jump on a new media becuase it is the latest buzzword. The important thing to do is to identify where your customer is in the life cycle, then utilize various media to most effectively communicate your message.
Doug Burton
