Chris Shugart on Advertising |
It was Stan Freberg, the legendary satirist who gave me my first inspiration to get into advertising. His ad work was always fresh, funny and effective. His TV commercials remain original to this day. I’m still surprised that nobody ever tried to copy his style. It’s a tribute to the strength of his unique talent.
I’ve always had great respect for Madison Avenue mogul David Oglivy. He had a straightforward no-nonsense approach that never lost site of the purpose of advertising. He never let gimmicks and hype get in the way of delivering the message.
Al Ries and Jack Trout revolutionized the concept of market positioning. I call them the masters of common sense marketing. They’ve demonstrated time after time that the mind of the consumer is not a complicated puzzle. Ries and Trout have recognized that reaching the consumer doesn’t require complicated psychoanalytical research—just an ordinary understanding of human nature.
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