With my one hundred year background experience taken from studying the history of direct response advertising (mail order, direct mail, and print advertising)…my position on 'creative' advertising is this:
Combining an accurate well researched copy platform with the right mix of campaign execution, is far different from being 'creative'.
More on My Position on Creative Advertising
Originally posted 2008-08-13 18:58:47.
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Having worked with various grades of copywriter and marketer, one of the funniest, and ironic things I hear relate to the so called USP.
Little do most copywriters know that the phrase Unique Selling Proposition was coined by a long-copy direct response copywriter, Rosser Reeves, who identified three criteria that a so-called USP have have to really be a USP:
More on Truth Behind The Unique Selling Proposition
Originally posted 2009-01-11 13:55:35.
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The Art of Writing Advertising Book available on Amazon. Here's one of the interviews, with famed Advertising Man Leo Burnett… Well, one of the things… -
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‘Creativity’ is not the miraculous road to business growth and affluence that is so abundantly claimed these days… Those who extol the liberating virtues of corporate creativity… tend to confuse the getting of ideas with their implementation – that is, confuse creativity in the abstract with practical innovation. – Theodore Levitt, ‘Creativity Is Not Enough’ (1963)
More on A Warning About 'Creativity' In Business
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