Counting Media Calories

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous advertising brings increasing marginal response; (3) eat a balanced diet - diminishing marginal response describes media as well as Weight Watchers; (4) count the calories honestly - this is the law that screws things up and what the article is about.

Counting Media Calories

Erwin EphronEphron, Papazian & Ephron

We are just beginning to understand the natural laws of advertising.Don't panic, they could have been written by Weight Watchers. 

THE WEIGHT WATCHERS' LAWS OF MEDIA

  1. Don't  pig...
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