Advertising is About Positioning Not Communicating
Al Ries of Ad Age makes the point that most advertising is trying to be something different than what it should be. He claims advertising sole role is to position. Not to sell. It is to create an indelable and descriptive impression in the minds of the consumer. Nothing more. Nothing less.
Too many advertisers, he claims, attempt to cram too much information into advertising and to ask it to accomplish more than it is possible to accomplish.