‘There Is No Such Thing As Bad Advertising’

Posted: Friday, Aug 20, 2004 at 0000 hrs IST
Updated: Friday, Aug 20, 2004 at 0000 hrs IST

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New Delhi, Aug 19: ‘Ads are not about gyan’. ‘Advertising is both style and gyan’. ‘Advertising needs both style and gyan’. Taking divergent views on advertising, marketing honchos on the second and the last day of the 5th marketing summit organised by the CII, debated the concept of what works and what doesn’t in advertising.

"There is no such thing as bad advertising. It is only ignorant marketing people who do not give the proper brief to agencies and therefore, the right messages are not communicated to consumers," said Piyush Pandey, group president and national creative director, O&M.

Accord-ing to him, doing a job well was important. "If you do it well, you do not need to worry about whether advertising is under or overvalued. Great advertising always works," he added.

"Ads are not about gyan. Good ads assume the consumer is not ignorant. Any ads that are led by the feeling that there are intelligent people in the world, is advertising that works," advertising maestro Piyush Pandey said.

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• Ads are not about gyan. Good ads assume the consumer is not ignorant. Any ads that are led by the feeling that there are intelligent people in the world, is advertising that works," ...

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