III) Education for Advertising

Eighty-seven American universities offer undergraduate courses in advertising, and some even give degrees in it. With a few conspicuous exceptions, the teachers lack the practical experience to be relevant. All of them are handicapped by the poor quality of the textbooks, and very few do research of their own. Most of their graduates get jobs with small agencies, the big agencies preferring to recruit people who have furnished their minds by studying history, languages, economics and so forth.

The fashion for recruiting at schools of business administration seems to have passed its peak. Give or take a few stars like the Baker Scholars at the Harvard Business School, their alumni are more remarkable for stodginess and arrogance than imagination.

III) Public Relations Advertising

The most effective, although most costly, means of reaching the general public or special publics is through advertising, bought space or time. The $85 billion dollar advertising business was developed initially as a tool of marketing to sell goods and services. Increasingly, paid advertising has proved to be useful public relation tool. Associations are also heavy users of advertising to get their special-interest messages to target publics.

III) Principle of Familiarity and Trust

We buy ideas only from those we trust: we are influenced by, or adopt, only those opinions or points of view put forward by individuals or corporations or institutions that we regard as credible. Unless the listener has confidence in the speaker, the listener is not likely to listen or to believe.

III) Clarity Principle

The situation must be clear to us, not confusing. The thing we observe, read, see, or hear, the thing that produces our impressions, must be clear, not subject to several interpretations. People tend to see things as black or white. To communicate, you must employ words, symbols, or stereotypes that the receiver comprehends and responds to.

E) Social Status

When I was a door-to-door salesman for Aga cooking stoves in Scotland, I paid a cold call on an aristocrat. He threw me out. What right had I to invade his privacy? “Sir”, I said, “you are a director of two companies which sell their products door-to-door. How dare you insult me for doing something which your own salesmen do everyday?” His disdain for salesmen is mirrored in the snobbish attitude of the British establishment towards advertising. Not so in the United States.”

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