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" Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term. "

Michael Schudson

Sales

Role

Will

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" It is very likely that many firms spend more on advertising than, for their own best interests, they should. "

Michael Schudson

Than

Advertising

" If advertising is not an official or state art, it is nonetheless clearly art. "

" The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment. "

" Sales may lead to advertising as much as advertising leads to sales. "

" If there are signs that Americans bow to the gods of advertising, there are equally indications that people find the gods ridiculous. It is part of the popular culture that advertisements are silly. "

" American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets. "

" Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public. "

" Advertising generally works to reinforce consumer trends rather than to initiate them. "

" The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values. "

" Most criticism of advertising is written in ignorance of what actually happens inside these agencies. "