This is one in a series sharing my admiration for the genius of Leo Burnett, who after years of studying is in my estimation the most creative ad man of the past century.
“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”
Mr. Burnett would be amazed at the volume of ‘information’ reaching consumers today – it’s mind-boggling. But without a doubt, well-designed Tier III messages clearly deliver the desired traffic by following his formula, beginning with good advertising ‘penetrates the public mind.’ Our ‘public mind’ is the shopper who intends to buy in the next 3-10 days. The objective is to elevate each shopper’s ‘belief’ in your store as the best choice to fulfill their ‘desires’. Great Tier III advertising achieves this only when clearly presenting the reasons to buy, buy this week, and buy from you. Are there hard and fast rules? One for sure and that’s the discipline to not mix Tier I and II into your Tier III message.
Leo Burnett (October 21, 1891 – June 7, 1971) was an advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up “Spot”, and Tony the Tiger.
He was named by Time magazine as one of the 100 most influential people of the 20th century.