Creativity's Not Enough

Memphis, TN – It's one thing to know how to make advertising; it's another thing to know how to use it. In the newspaper, the most important feature is that your ad is seen. As for television, a recent study showed that people turn down the volume if they aren't interested in what's being said in your commercial. If you have something to say, say it! If you have nothing to say, then sing it. Advertise on the radio, but remember: bad music is worse than a bad joke.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of a hundred-and-ten two-minute business principles - go to