The advertising has no clothes
Thomas V. Pedersen (1820–1859), English Wikipedia (http://upload.wikimedia.org/wikipedia/en/4/47/Emperor_Clothes_01.jpg)
A lot of the advertising today is like the vain monarch in Hans Christian Andersen’s The Emperor’s New Clothes.
Not surprisingly, many a marketer’s opinion about advertising is likely to echo that of John Wanamaker’s:
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”
At the heart of the problem is . . .
. . . on the marketer’s and/or agency’s side(s) of the table.
Yet, every advertising opportunity contains within it the seeds of a renaissance.
One that starts with the consumer.
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My name is Benedict Paul. I've been writing copy (and learning the craft) since 1995.