David Droga Quotes

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.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Any business that is trying to sell something should be willing to spend a couple dollars for a stock photo to not have ads in it and not distract the user from using the product they're trying to sell.

I always thought marketing in general was an interesting kind of thing. I always liked commercials and billboards.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

I long for the day when advertising will become a business for a grown man.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

When I have to promote things now, sometimes I realize that I had a movie in mind, but in the end, it's a vision of somebody else, so I have to promote their idea.

We don't market products narrowly. We market big stories about the industry, things that matter to a lot of people.

I showed what I can do with butter, right? Eighty-five percent increase in sales. I'm very proud of them Country Life ads. They were funny and clever and classy like the Toblerone ads I grew up with.

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

Many billboards and magazine ads have resorted to showing isolated body parts rather than full-body portraits of models using or wearing products. This style of photography, known in the industry as abstract representation, allows the viewer to see himself in the advertisement, rather than the model.

Everything is designed to help you sell out.

Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

The way you communicate an idea is different than the way you communicate a product.

I've sold everything from fashion, make-up, couture magazines, radio, reality television, movies. There isn't a thing I haven't sold, including Tampax. You name it.

Today it is not the classroom nor the classics which are the repositories of models of eloquence, but the ad agencies.

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

An enormous amount of ingenuity and creativity goes into commercials, and they can be fascinating if you pay attention.

If you have a good selling idea, your secretary can write your ad for you.

The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.

I would write ads for deodorants or labels for catsup bottles if I had to.

Write when drunk. Edit when sober. Marketing is the hangover.