February 5, 2009

The Most Important Idea in Advertising

by Praveen Rajan

Here’s a superb pitch for the Kodak Carousel slide projector from Episode 1×13 of Mad Men.

This old pro copywriter — Greek, named Teddy

Teddy told me the most important idea in advertising is NEW

It creates an itch — you simply put your product in there as a kind of “calamine lotion”

BUT he also talked about a deeper bond with the product

NOSTALGIA — it’s delicate BUT potent

Now, go ahead and answer Seth Godin’s question: “Which comes first, the product or the marketing?”

(It pays to watch TV. If all else fails, just read Seth Godin)

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