"How to create advertising that sells" #7
Innovate. Start trends – instead of following them. Advertising which follows a fashionable fad or is imitative, is seldom successful. It pays to innovate, to blaze new trails. But innovation is risky unless you pre-test your innovation with consumers. Look before you leap.
- David Ogilvy
Three things in life are certain: death, taxes and advertising. Just because television and radio are on the way out does not mean advertising will end. However, the awareness climate is changing rapidly. Finding unique ways to capture an audience takes intellect and technology.
Check out this video of using one of literally the oldest technologies in the universe (sound) in a new way: