Every marketing activity is judged by whether it moves someone toward a purchase, a renewal or a referral. Awareness, engagement and applause are means, never the end.
Every marketing activity is judged by whether it moves someone toward a purchase, a renewal or a referral. Awareness, engagement and applause are means, never the end.
In 1904 John E. Kennedy gave Albert Lasker the definition that reshaped the industry: advertising is "salesmanship in print." Lasker later said, "When I left that room, I knew what advertising was." Claude Hopkins: "The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales." (Scientific Advertising, 1923) David Ogilvy: "When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product." (Ogilvy on Advertising, 1983) Steve Jobs adds the counterweight: "To me, marketing is about values." (Think Different staff meeting, 1997). Selling and standing for something aren't opposites; values are how you sell when the product looks like a commodity.
