Re: Non-competes

[Aaron Read <aread@speakeasy.net>]

At 11:43 PM 9/20/2003, A. Joseph Ross wrote:
>On 20 Sep 2003 at 0:58, rogerkirk wrote:
>
> > Seems ad agencies are always trying to sell "a concept"  when they
> > should be selling "a product (or service)"
>
>If I were trying to advertise a product or service, I certainly wouldn't 
>hire such an agency.
>--
>A. Joseph Ross, J.D.                           617.367.0468


Not necessarily....when the company in question makes a product that is 
essentially harmful or even if it doesn't mesh with the public's 
consciousness, then it's wise to sell folks on the concept first to lower 
their knee-jerk reaction to the actual product or service.  Or sometimes 
the product or service is just too complicated to get across in a 30 or 60 
second commercial, so they get people interested in the general idea and 
hope there'll be "increased consciousness" about the issue in question and 
thus lead to more people seeking out the services of a firm already 
well-established in the field.

Many biotech firms do this, most notably "Priosec - The Purple Pill" which 
has yet to ever have an ad saying exactly what the hell the purple pill 
does (I think it's something to do with chronic heartburn)  as do tobacco 
companies trying to make themselves seem responsible by airing ads that say 
they card people trying to buy cigarettes.  Stuff like that.

--------------------------------------------------------------------------------------------
Aaron "Bishop" Read             aread@speakeasy.net
FriedBagels Consulting          AOL-IM: readaaron
http://www.friedbagels.com      Boston, MA