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Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Leo Burnett
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Interpretation

What this quote means

Understanding human nature is crucial in advertising; underestimating people can lead to failure.

This quote emphasizes the importance of recognizing the intelligence and perceptiveness of individuals. Leo Burnett suggests that those involved in advertising must have a realistic appreciation of people’s understanding and emotional intelligence; a failure to do so can result in ineffective marketing strategies and poor results in the field.

Themes

AdvertisingPerceptionHuman NatureIntelligenceMarketing

In practice

Example use cases

In a marketing seminar when discussing the importance of understanding the audience.

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Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
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A good ad which is not run never produces sales.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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Too many ads that try not to go over the reader's head end up beneath his notice.
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Plan the sale when you plan the ad.
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