The document discusses the rising number of advertising messages people are exposed to each day and provides tips for effective marketing. It notes that the average person was exposed to 560 ads per day in 1971, 3,000 per day by 1997, and the number is now approaching 5,000 per day. It then lists tips for marketing, including making advertising clear, concise, and focused on the customer; answering "why" rather than other details; and applying marketing pressure consistently in a measured way to earn attention.

1. T H E
B E H I N D M A R K E T I N G

2. Truth
In 1971 the average person
encountered approximately
560
ad messages per day.
David Schenk, from the book ‘Data Smog’

3. Truth
By 1997 the number had increased to
3,000 per day.
David Schenk, from the book ‘Data Smog’

4. Truth
Today, the number is fast approaching
5,000 per day.
David Schenk, from the book ‘Data Smog’

32. How to ruin a great concept
in 3 easy steps.

37. “After all the statistics and calculations
are formulated the one element that breathes
life into marketing is good design.”
...Steve Jobs, Apple CEO

44. Cut through
the clutter.
• Your advertising should be
clear, consistent and concise.
• Allow for an intelligent interaction.
• Your advertising must be focused
on the customer, not you.
• Don’t blame the medium.

45. Cut through
the clutter.
• Answer ‘Why’
less who, what, when and where.
• Tell your clients what they need
to hear, not what they want to hear.
• Respect the law of seedtime & harvest.

46. Truth
“The best marketers, of course, use the needle
and the vise at the same time.
They don't assault,
they don't demand, instead...
Text
they earn attention.
And they apply their marketing pressure so consistently and in
such a measured and relentless way that they profit from it.”
-Seth Godin

47. T H E
B E H I N D M A R K E T I N G