David Droga Quotes

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

We try to entertain first, advertise second. When you find out that it's sponsored, we've already won you over. We try to make it obvious that the brand has made it better.

Real content marketing isn’t repurposed advertising, it is making something worth talking about.

The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.

The more informative your advertising, the more persuasive it will be.

Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold.

The first law in advertising is to avoid the concrete promise... and cultivate the delightfully vague.

Its definition can be a bit murky, but to me, native advertising is a sales pitch that fits right into the flow of the information being shown. It doesn't interrupt - native ads don't pop up or dance across the screen - and its content is actually valuable to the person viewing it.

The ingredients for great advertising haven't changed since the 'Mad Men' era: Brands win if their advertising is relevant and people like it.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Great marketing is all about telling your story in such a way that it compels people to buy what you are selling.

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

Online advertising may not be much more successful than an old double-barrel, but - like a good spray of buckshot - it makes up for its lack of accuracy with sheer volume. There are 10 unique ads listed with every Gmail message in your queue, each tied to the message content. And a paying sponsor.

Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.

It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.

Advertisers also know that humor can help bond us to their product.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

Storytelling is the game. It's what we all do. It's why Nike is Nike, it's why Apple is Apple, it's why Walt Disney built Disney World and it's why Vince McMahon makes a billion dollars.

Too many ads that try not to go over the reader's head end up beneath his notice.

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

Promise, large promise, is the soul of an advertisement.

Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad - just flip the page, or press 'ffwd' on your DVR. But great advertising, as I've long argued, adds value to the content ecosystem, and has as much a right to be in the conversation as does the publisher and the consumer.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

There are fewer established rules in the way you tell a story for commercials than in features. It's a great little short story you get to play with.

To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.'