The Technology of Advertising

Why a MacIntosh computer - or a PC - can be like a grand piano

We’ve come across managers who surmise that an office person can be handed a MacIntosh or PC and then start to create really worthwhile promotional matter. In very few cases, we’ve seen it actually succeed, when that person possesses some latent design sense and good taste, coupled with the needed time, and a willingness to work hard and learn … and listen.

But mostly, handing someone a MacIntosh and expecting good results is no different than handing them a grand piano and then expecting them to compose and play good music … it ain’t going to happen; usually, it comes out Chopsticks.

And where such a person does prove able to learn to produce, it’s not nearly the same as knowing the rest of the technology, i.e., the many rules of the road – and developed instincts – that govern good advertising practice.

There are schools where advertising is taught, often by working professionals. So if you wish to develop advertising talent from in-house, we think it wise to go the whole way and send your people for such training. In the long run, the employee will be able to contribute more, and company will gain far greater rewards.