Sublime

Ogilvy on Advertising and Geoffrey Moore’s Crossing the Chasm. In

Once they establish an advertising budget, they continually test higher levels of expenditure.

‘Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.’ ‘Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.’ ‘Whenever possible we introduce a personality into our ads. By making a man famous we ma

you want to be on the lookout for ads and direct mail pieces that you see over and over.

As with AdSense, big is not where the leverage is. Rather this new corner of ad space liberates the small to middle—a billion businesses who would have never thought of, let alone ever got around to, developing a cool advertising campaign. With a peer-to-peer system, these ads would be created by passionate (and greedy) users and unleashed virally

[Money]

few lessons to be learned from the giant advertising agencies of our generation on how to sell to stakeholders and manage their expectations.