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than 2% of the people knew what he had said. Had he picked one point of focus,he might have had 30%, 40%, or 50% remember the substance of his message.Marcus Cato, the Roman orator, understood this principle perfectly when hefocused a whole series of speeches into the thunderous phrase: "Carthage mustbe destroyed!" With it, he put an end not only to a city, but to a civilization.Long after Americans had forgotten Franklin Delano Roosevelt's first inauguraladdress, they remembered, in essence, all that there was, when theyremembered: "The only thing we have to fear is fear itself!"William Jennings Bryan knew this perfectly: "You shall not press down upon thebrow of labor this crown of thorns! You shall not crucify mankind upon a crossof gold!"Winston Churchill practiced it instinctively: "Never. . . was so much owed by somany to so few!"An advertising theoretician who read the above paragraphs entered ademurrer. "I don't know about that," he said. "I might write an advertisementand list twenty-five separate advantages, and it might cause the consumer torush right out and buy."This is true.However, we are discussing penetration—which may be defined as "what it ispossible for the consumer to carry in his head." For most people do not rushright out and buy.The same advertising man, when asked to name some of the great advertisingcampaigns, rattled off:"HALITOSIS" . . ."LIFEBUOY AND B.O." . . ."L.S.M.F.T. AND THE CHANT OF THE TOBACCO AUCTIONEER" . . ."IT'S TOASTED" . . ."WHICH TWIN HAS THE TONI?" . . ."THOSE THREE STREAMS OF BUBBLES WHICH PROVE ANACIN BETTER THANASPIRIN OR BUFFERIN" . . ."THOSE FLAVOR BUDS FOR MAXWELL HOUSE COFFEE" . . ."WONDER BREAD HELPS BUILD STRONG BODIES 12 WAYS" . . ."THAT OLD 'FILM ON TEETH' CAMPAIGN OF CLAUDE HOPKINS" . . ."COLGATE DENTAL CREAM CLEANS YOUR BREATH WHILE IT CLEANS YOURTEETH."You can agree or disagree, but this is a central truth of reality in advertising.The great campaigns, like the burning glass, fuse together all the componentsinto a copy focus that generates not only light, but heat.
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Posted by Derrick Daye, The Blake Project inAdvertising,Derrick Daye|Permalink
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Rosser Reeves On The PowerOf Focus In Advertising
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