“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.”
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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I warn you against believing that advertising is a science.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
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If your advertising goes unnoticed, everything else is academic.
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