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Michael Schudson -
Sales
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Sales may lead to advertising as much as advertising leads to sales.
Michael Schudson
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Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.
Michael Schudson
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The advertising agencies and the media can argue the point either way. If they are trying to convince an advertiser to increase the media budget, they can cite examples of devastatingly successful advertising campaigns. But if they are defending themselves before the Federal Trade Commission (FTC) or a civic organization decrying television advertising to children, they trot out the data that demonstrate that advertising has slight or no effect on product sales.
Michael Schudson
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It is entirely plausible... that advertising helps sell goods even if it never persuades a consumer of anything. So long as investers, salespeople, and retailers believe advertising affects consumers, advertising will influence product availability and this, by itself, shapes consumer choice. Availability, as marketers sometimes say, equals sales. Advertising may be an important signal system within the business world." "Despite efforts at 'psychographics' which, here and there, have proved useful guides for advertising, the most consistently used and efficient criteria for describing consumers are the most psychologically blunt — demographics.... It is the most consistently employed kind of data in advertising work.
Michael Schudson
Quote of the day
If you do not accuse each other, God will not accuse you. If you have no accuser you will enter heaven. . . . What many people call sin is not sin; I do many things to break down superstition, and I will break it down.
Joseph Smith, Jr.
Michael Schudson
Born:
November 3, 1946
(age 78)
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