Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Memorable and Integrated Advertising—Always

Most advertising on air or online is dull, and sometimes even stupid and insulting. Who can blame people if they are bored for skipping over commercials, changing radio stations, or leafing past ads in magazines. Your goal as champion of a brand is to get people's attention and deliver an unforgettable message through every appropriate media opportunity.

Simple as it sounds, the less people have to digest, the more likely it is they will remember what they have taken in. Combine brevity with a forceful message and you will have a memorable ad. The group running Lyndon Johnson's presidential campaign in 1964 understood this point when they commissioned ad agency Doyle Dane Bernback to show how foolhardy ...