John Singleton, Newspaper News, May 30, 1969, p. 6.

Advertising is a tiny part of product marketing.

If more agency and client people would realise this I think we could look forward to seeing far more effective selling.

At the moment it appears that most advertising results form only a surface understanding of the client’s product and the need that it satisfies perhaps, in the consumer minds.

This surface understanding is then translated into surface advertising which naturally has little sales’ impact on the consumer.

And the end result is a status quo or declining market.

And the client blames the agency and the agency blames the client and the client changes the agency, and the whole thing starts again.

We see it now, particularly in the novice marketing areas like banking, insurance, beer.

We see ads making promises totally unrelated to consumer needs or wants.

And, in fact, totally unrelated to the product’s performance.

There has to be an alternative.

And I think that if we look at each problem from the ground up, the alternative becomes very clear and very real.

So let’s now look not at product advertising but product innovation, of which advertising is only a unit.

Product innovation is the most important thing marketing ever achieves.

It develops new products and it presents old products in a new way.

It is essential that every industry looks at new products and looks at them hard, because as soon as any product is presented it immediately starts to die.

Every product has a limited life and the marketing man who doesn’t believe this had better hope that his product lasts as long as he does.

There are two ways to develop a new product:

  1. To extend an existing range of products, e.g., diversifying from TV sets to TV dinners.
  2. Finding a completely new product to market, e.g., Polaroid cameras, Rank Xerox, home units.

Today this business is full of people who accept product sameness as a fact of life.

And they look to advertising to provide the sole point of product difference.

They choose to forget that consumer needs change every day and automatically new product opportunities occur every day.

And while all this is happening eight serious gentlemen from the client and the agency sit around a board table discussing whether the child in the TV commercial really looks like he is enjoying his ride on the horse.

Instead of inventing the car.