"Don't ever underestimate the power of commonality and endorsement." Bill Cates

"We are witnessing the obsolescence of advertising." Regis McKenna

"Advertising's dirty little secret: it serves no useful purpose. In today's market, advertising simply misses the fundamental point of marketing -- adaptability, flexibility, and responsiveness." Regis McKenna

"Advertising can reinforce positions in the market, but it can't create positions." Regis McKenna

"Advertising, therefore, should be one of the last parts of a marketing strategy, not the first." Regis McKenna

"Building a communication strategy and process based on word of mouth and insuring a positive customer experience is hard work. It's a lot easier to run an ad, issue a press release, or hold a press conference. It's a lot easier to talk than to listen." Regis McKenna

"Companies first must concentrate on establishing themselves in the infrastructure and building favorable references. Then, and only then, should they worry about getting press coverage." Regis McKenna

"You can be just as organized, thoughtful, and systematic about 'word-of-mouth advertising' as about media buys." Tom Peters

"You must have a good product or service to use word-of-mouth marketing strategies -- otherwise, you'll just be spreading bad news." Jerry Wilson

"Word of mouth advertising is defined as oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, a product or a service." Johan Arndt

"Advertising is legalized lying." H.G. Wells

"From fish-mongers to rumor-mongers, word of mouth advertising has had a colorful and not always reputable career in the short history of marketing." Johan Arndt

"Word of mouth is not advertising in the purest sense, because it is unpaid communications." Chip Walker

"It is very likely that many firms spend more on advertising than, for their own best interests, they should." Michael Schudson

"The value of an ad is in inverse ratio to the number of times it has been used." Raymond Rubicam

"By inducing a person to buy a new product the mass media are also paving the way for favorable word of mouth." Johan Arndt

"Although TV may be important as a source of information and news, word of mouth seems to be the dominant decision clincher." Johan Arndt

"Word of mouth is the best medium of all." William Bernbach

"I know I just wasted half of my advertising budget. But I don't know which half." American Business Lament

"Opinion leaders are people who have face-to-face contact with and influence other potential customers." Joel R. Evans and Barry Berman

"If the advertising will create word-of-mouth results, it should pay off. It is won't, try something else." Mort Kauffman

Quotations Page

New Quotes Definitions Reputation Networking Referrals Advertising

Michael E. Cafferky's Quotes The Value of Word-of-mouth Why Word-of-mouth Works Consumer Behaviour What Inspires Word-of-mouth Negative, Gossip, Rumor Contribute a Quotation to the List Print a Desk Top Quotations Gift

This page hosted by Get your own Free Home Page