David Zucker Quotes

Consumer habits are key to understanding how to launch a product.

The marketing of XP is very deliberate and conscious. Part of it is in co-opting the power of the media; I make sure I'm newsworthy from time to time. Part is in co-opting some of my publisher's ad budget.

Promoting a record on a major label is like running a minor military campaign.

Marketing and press kicks up dust. It gets in your eye, and then you're not focusing on the product.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

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.

We're obviously going to spend a lot in marketing because we think the product sells itself.

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

A lot of magic happens when you put out a publicity release. I have launched many products with the money I got back from my publicity release.

We've got tremendous equity in cow spots and in the name Gateway, so this isn't anything radical, but you'll see us getting more sophisticated in our marketing efforts.

When Balaji decides to release a film, all you will see and hear will be concerning the film - we go all out! Promotions are a big part of our banner - we believe in marketing... in letting audiences know what they are in for.

In promotional mode, every day is a series of decisions. You can easily fill up your day with checklist stuff.

I've seen promotions rush things to market and not be strategic about it. The first impression is the lasting impression.

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

I didn't mind spending 40 lakh on the promo of 'Jaane E Mann,' because big things need big money. A quality product has to be marketed well.

Promotion and perception are synonymous twins of art marketing.

As communicators and marketers, people are so accustomed to thinking from the 'top down.' Finding the great analyst or the famous journalist who will endorse what you do and tell the rest of the world to go and buy your product.

I never thought about branding when we were starting our production company.

Advertising is so touchy-feely. You have to speak to the psyche of the people. I'm not very good at that.

A media-only campaign has its advantages, but it also has its very severe disadvantages.

I feel like everything we do comes down to how it looks. Even no branding is branding. For example, you had no face or image to put to my music at first. That was branding.

Brand loyalty starts in the cradle and ends in the grave, as I wrote in my first book, 'Branded: The Buying and Selling of Teenagers.'

The object of advertising is to get people to feel better about the product you're selling.

Products can introduce more complexity over time, but as far as launching and introducing a new product into the market, it's a marketing problem. You have to explain everything you do, and people have to understand it, within seconds.

No one wants to risk a million dollars on a few laughs. The big, flashy commercials are out. The soft sell is out.