Writing For Public Relations: On Advertising is a class supplement. The deck provides ten critical thoughts in advertising along with complementing thoughts from some of the greatest creatives in the industry. It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

1. on advertising
[ten rules every writer needs to know]
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

2. Rule No. 1
There are no rules.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

3. “There are a lot of great technicians in advertising. And
unfortunately they talk the best game. They know all the
rules ... but there's one little rub. They forget that advertising
is persuasion, and persuasion is not a science, but an art.
Advertising is the art of persuasion."
William Bernbach was one of the founders of
Doyle Dane Bernbach (DDB) and responsible
for the “Think Small” campaign for Volkswagen,
“We Try Harder” for Avis, and “Mikey” for Life
cereal.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

4. The most memorable ads of the last century broke the rules.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

5. Rule No. 2
Branding is important.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

6. “The brand is the relationship between
the company and its customer."
Phil Dusenberry was chairman and chief creative at
BBDO Worldwide. His most memorable work included
campaigns for Pepsi, General Electric, and Visa.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

7. The most successful campaigns connect consumers and products.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

8. Rule No. 3
Most products are not unique.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

9. “In our factory, we make lipstick.
In our advertising, we sell hope."
Charles Revson was a pioneering cosmetics
industry executive who created and managed
Revlon Cosmetics across five decades.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

10. Without a value proposition or contrast, you sell makeup.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

11. Rule No. 4
Your message is unimportant.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

12. “If it doesn’t sell, it isn’t creative."
David Ogilvy is sometimes called “The Father Of
Advertising” and is responsible for campaigns
that included Dove, Rolls Royce, Schweppes.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

13. Unless you communicate effectively, you’re only making noise.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

14. Rule No. 5
Cliches are boring.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

15. “If an advertisement is built around a weak idea
— or as is so often the case, no idea — I don’t
give a damn how good the execution is, it’s
going to fail."
Morris Hite was responsible for the success of Doritos,
Dr. Pepper, Haggar Slacks, and Borden Dairies,
among others. He coined the word “slacks.”
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

16. Cliches are like boring people. We tune them out over time.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

17. Rule No. 6
Your client is convinced.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

18. “The common trouble with advertising is
that it tries too hard to impress people."
James Randolph Adams took his first advertising job at
Critchfield and Company where he redefined Ford,
Lincoln, and Firestone. Later he defined Cadillac.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

19. The best messages are about them, because it’s not about you.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

20. Rule No. 7
People tend to lie.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

21. “Ask about the power of advertising in
research surveys, most agree it works,
but not on them."
Eric Clark is an acclaimed investigative journalist who
now specializes in marketing and advertising and is the
author of “The Want Markers,” which was published in
20 countries.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

22. People might lie, but advertising doesn’t need to.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

23. Rule No. 8
People Are Irrational.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

24. “I will warn you against believing that
advertising is a science."
William Bernbach is smart enough to be included
twice.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

25. Sometimes people buy things for no logical reason at all.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

26. Rule No. 9
There is always a better way.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

27. “I learned that any fool can write a bad ad, but it
takes a genius to keep his hands off a good one."
Leo Burnett founded his own advertising agency in
1935. He was inducted into the Copywriters Hall Of
Fame in 1961 and retired in 1967.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

28. Even successful campaigns can evolve and be made better.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

29. Rule No. 10
It’s needed.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

30. “Advertising is totally unnecessary. Unless you
hope to make money."
Jef I. Richards is an expert in advertising and public
policy issues related to marketing communications.
He has served as president of the American
Academy of Advertising.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

31. Without advertising, people only know what others think you’re about.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

32. Final thought.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

33. “Copy is a direct conversation with the consumer."
Shirley Polykoff quickly rose through the ranks of
Foote, Cone & Belding after she reinvented the Clairol
campaign, persuading half of the female population to
dye their hair.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

34. Social media is advertising with an opportunity for dialogue.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

35. Richard R. Becker, ABC
President, Copywrite, Ink.
copywriteink.com
copywriteink.blogspot.com
702.341.7135
on advertising
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas