| "There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules . . . but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion." William Bernbach, quoted in Stephen Fox, The Mirror Makers, 1984. |
| "Spam isn't legitimate advertising and it's not free speech. It's basically high-tech junk faxing that forces e-mail users to pay for someone else's advertising campaign through slower computer service and higher Internet access fees." Debra Bowen, Californian Democratic state senator |
| "The Internet holds immense potential as a marketing tool. As an interactive medium that reaches around the world, it promises an interpersonalization of advertising. As mass communication becomes mass-interpersonal communication, marketing efforts become more efficient, effective, and extensive." Jef I. Richards, Legal Potholes on the Information Superhighway, 1997. |
| "Rather than seeing digital marketing as an "add on", marketers need to view it as a discipline that complements the communication mix and should be used to generate leads, get registrations or drive sales, rather than simply generating awareness." Charisse Tabak, of Acceleration Media, 2002. |
| "In the 21st century, the database is the marketplace." Stan Rapp of MRM Partners Worldwide |
| "You aren't wealthy until you have something money can't buy." Garth Brooks |
| "An invasion of armies can be resisted, but not an idea whose time has come." Victor Hugo, 'Histoire d'un crime,' 1852 |
| "What’s my return on investment on e-commerce? Are you crazy? This is Columbus in the New World. What was his ROI?" Andrew Grove, Intel Chairman |
| "Creativity often consists of merely turning up what is already there. Did you know that right and left shoes were thought up only a little more than a century ago?" Bernice Fitz-Gibbon, Director of Advertising at Macy's |
| "The people who can market and innovate content will start to come to the fore. People get hung up on technology, but it's all about content. The guy in the street doesn't care how you achieve it." Mike Myers, MD of Nokia SA |
| "Interactive advertising will enable the further 'anthropomorphizing' of brands. In the coming years we will be giving businesses a very human persona. What consumers see will, in a very real sense, seem like a living and breathing human being. Many companies will create virtual bodies -- male, female, young or old -- as well as virtual personalities. One business may, by all appearances, be a laid-back, calm, fatherly figure, while another will have the personality of an energetic, young, party-animal. To achieve this we will start to look seriously at what makes some people uniquely popular and likable, in the hope of capturing that essence for our brand." Jef I. Richards (2000), Chairman of the Advertising Department at The University of Texas-Austin. |
| "The Internet is a shop window. The goods on display may be tempting, but if the shop doors are closed we can't purchase and if the storekeeper is inattentive we will leave. Online retailers must provide easy access to merchandise and the ability to transact conveniently at every opportunity to make the Internet truly profitable as a delivery channel." Howard Plaatjes, MD of Independent Online. |
