What Advertising Can and Cannot Do

Paul C Harper, chairman, Needham Harper Worldwide, gives tips for advertising success in this 1976 4A's (the American Association of Advertising Agencies) speech.

What Advertising Can and Cannot Do

Paul C. Harper

Ladies and gentlemen, to try to cover the subject “What Advertising Can and Cannot Do” in 18 minutes is quite an assignment, so I will plunge right into it.

It is no secret that advertising is only part of a wide range of things that helps to move goods and services – all of which must be working in concert.

It is no secret furthermore that the marketing mix varies depending on what product or service you are selling, with advertising playing everything from a dominant role to a mere sales...

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