The Media Professional

The principles of advertising have never changed.

New media explode onto the scene with amazing regularity. New schemes promise new ways of manipulating the behavior of groups. New ideas demand their places in media budgets.

But there are certain constants that must be considered. Groups are made up of individuals. Individuals are not defined by the groups they populate. Individuals act as individuals for individual reasons. They need to be convinced, not manipulated.

Proper advertising convinces individuals reached through a mass medium. The message should outlast the medium.

Why? Because…

…the principles of advertising have never changed.

J.David Knepper

Audio version

Tags: Advertising, Agency, Broadcast, Major Media, New Media // Add Comment »