"Plan the sale when you plan the ad"
About this Quote
Advertising, Burnett reminds you, is not a mood board; its job is to move inventory. "Plan the sale when you plan the ad" lands like a Midwestern slap on the wrist to anyone seduced by clever copy, pretty art direction, or awards-night buzz. The intent is blunt: you dont bolt commerce onto creativity at the last minute. You build the transaction into the message from the start.
The subtext is even sharper. Burnett is warning that advertising often performs a kind of self-flattery: agencies mistake attention for conversion, and brands confuse being talked about with being bought. His line insists that the ad is only as good as the path it clears for a purchase. That means concrete thinking: what is the offer, what is the reason to believe, what is the next step, what will the customer do on Tuesday at 5 p.m. when theyre tired and scrolling?
Context matters. Burnett helped define 20th-century mass advertising, when national campaigns met newly standardized retail, couponing, seasonal promotions, and a growing science of consumer behavior. In that era, an ad wasnt just storytelling; it was logistics and psychology stitched together. The phrase also carries an implicit respect for the audience: dont waste their time with spectacle that goes nowhere.
Read now, it feels like a critique of modern brand theater and "engagement" KPIs. Burnetts discipline is transactional in the best sense: creativity is welcome, but it has to earn its keep.
The subtext is even sharper. Burnett is warning that advertising often performs a kind of self-flattery: agencies mistake attention for conversion, and brands confuse being talked about with being bought. His line insists that the ad is only as good as the path it clears for a purchase. That means concrete thinking: what is the offer, what is the reason to believe, what is the next step, what will the customer do on Tuesday at 5 p.m. when theyre tired and scrolling?
Context matters. Burnett helped define 20th-century mass advertising, when national campaigns met newly standardized retail, couponing, seasonal promotions, and a growing science of consumer behavior. In that era, an ad wasnt just storytelling; it was logistics and psychology stitched together. The phrase also carries an implicit respect for the audience: dont waste their time with spectacle that goes nowhere.
Read now, it feels like a critique of modern brand theater and "engagement" KPIs. Burnetts discipline is transactional in the best sense: creativity is welcome, but it has to earn its keep.
Quote Details
| Topic | Marketing |
|---|
More Quotes by Leo
Add to List
