The advertising high ground
How to map out a successful battle plan
Should advertising be intrusive or unobtrusive? Informatory or emotional? Short-term or long-term? Serious or fun? Aimed to win new buyers or hold existing ones? Regarded as a short-term cost or a long-term investment? The rules are there, and it is wise to stick to them - but they are different for different products.
'All in all, compared with even twenty years ago, we understand more about the complexity of what we are dealing with.'Colin McDonald, How Advertising Works (1992)
THE KEY WORD is 'complexity'....