stan barshay second edtion
DESCRIPTION
This is our Stan Barshay, chairmanTRANSCRIPT
TheWorld
According to Stan
S.F. BARSHAY
“A TRUE STORY”
S.F.
BAR
SHAY
Chapter 1General Knowledge
Speech writing: “True Story”
Page 1
Chapter 1General Knowledge
Consultants: “We don’t need those guys, we’ve
lots of our own smart people to figure it out”
Page 2
Chapter 1General Knowledge
Risk taking: “If we bomb out, that’s OK”
Page 3
Chapter 2Innovation
“We aren’t in this for a fast buck”
Page 1
Chapter 2Innovation
“We have to go beyond” (the normal)
Page 2
Chapter 3Decision Making
“Some of us are concerned by that approach” –
Convincing is needed
Page 1
Chapter 3Decision Making
“Some of us are bothered by that approach” –
You have work to do
Page 2
Chapter 3Decision Making
“Some of us are troubled by that approach” –
Forget about it
Page 3
Chapter 3Decision Making
“For good or for bad”
(make a decision and move on)
Page 4
Chapter 3Decision Making
If you want to do that….we can talk about it
Not unless Hell freezes over
Page 5
Chapter 4Advertising
“Copy, copy, copy”
Page 1
Chapter 4Advertising
“I don’t get it…I am just a simple guy”
Page 2
Chapter 4Advertising
“KISS, (keep it simple stupid)”
Page 3
Chapter 4Advertising
“Produce”!
Page 4
Chapter 4Advertising
After viewing several story boards, none of which he is happy with: What else you
got”
Page 5
Chapter 4Advertising
“Do what you want; I just want to see my idea”
Page 6
Chapter 5Marketing Mix
Professional: “Docta, Docta, Docta”
Page 1
Chapter 5Marketing Mix
Bonus Packs/Coupons: “Any fool can give it away”
Page 2
Chapter 5Marketing Mix
Trade Promotion: Give the trade as little as possible;
they’re a bunch of thieves”
Page 3
Chapter 6Research
When research matches beliefs: “Steve, tell ‘em what the research said”
Page 1
Chapter 6Research
When research doesn’t match beliefs: “Screw the
research”!
Page 2
Chapter 6Research
…and, “I don’t listen to 20 ladies in Hoboken”
Page 3
Chapter 6Research
On copy research (ASI): “We listen to the Nielsen’s”
Page 4
Chapter 7Success
“Do what’s right”
Page 1
Chapter 7Success
“We’re pleased but we’re never satisfied”
Page 2
Chapter 7Success
“We can always do better”
Page 3
Chapter 7Success
“It’s all about the people”
Page 4
