You make an interesting argument, Farschid, but I don’t know where you got this survey. Having spent 40 years in adverting, it isn’t repetition. That’s just to sell GRPs, and usually these surveys are sponsored by the media for obvious reasons (buying space and time). Advertising is—and always has been—the ability to make people notice. Some of the brightest stars, McCabe, Koneig, Krone and Bernach himself, all believed in the message. Your message isn’t about just standing out, it’s about intriguing an audience, making them think, appealing to them in a personal, logical, dramatic or humorous way. Repetition does nothing for a dull message. It turns people off. The more you run it, the more you turn people off. Years back, especially in the 70s, we didn’t compete with other advertising. We competed with the programming. We made sales because people watched us with the same interest as the shows themselves. Some of the commercials made people wish television and print were as good. With few exceptions today, nothing comes even close today. Car commercials look the same as they did in the early seventies. So you can’t rely on repetition. You have to move people like Hal Riney did with Regan’s electoral ads. They made sense, they were interesting, human and, above all, hard NOT to watch. They spoke about what people thought and feared. They used numbers in a compassionate way. Back then, we did very little research. We used intuition, our clients used intuition. We increased market share in dramatic ways. Today, advertising just sustains share. Nobody wants to win, they just want to be “out there.” Advertising isn’t dead, but it might as well be. It’s dying like a rabid dog that should know it’s over, but still wants to at least take a few humans down with it.

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I did a poor imitation of Don Draper for 40 years before writing my first novel. I'm currently in the final stages of a children's book. Lucky me.

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