This is as true today as when this gloriously awesome sign was originally printed. No, wait - it's way more true.
Actually, it probably wasn't true when this was written - due to the practical limits of spread of the endorsement. Although, maybe it was true if this was written for a small town before broadcast media, where everyone in town equals less than Dunbar's 150, and you could tell everyone about your super-satisfied experience. Remember - satisfaction does not drive positive word of mouth.
Only deviation triggers expectancy violation, either positive or negative, so you need to deliver more than expected. Only supersatisfaction creates advocacy and positive word of Tweet. Any significant dissatisfaction will create a strong desire to send out angry Tweets, or videos, or posts.
This is because expectancy violation causes arousal, which triggers memory formation and a desire to act. Lots of memorable advertising, such as things that are humourous, or surprise, probably work in the same way.
Then it became less or, indeed, not true, when things like television advertisements were probably the best advertisements, simply because of the reach advantage they had over unassisted promotion from individual customers. But now it is way more true (or just true) since theoretically a pleased customer could tell loads of people, relatively easy, assuming they were into social sharing and had been for a while, and would be perceived as unbiased endorsement, so would probably be the best advertisement.
Although, it might not be considered an "advertisement" as it hadn't been solicited by the client, if you asked the FCC. Zuckerberg certainly thinks so: "That's true for ads as well. An advertiser can produce the best creative ad in the world, but knowing your friends really love drinking Coke is the best endorsement for Coke you can possibly get."
I guess it depends on what you mean by "best" and "advertisement". If an advertisement is best but no-one sees it, does it make a sale/increase price elasticity of demand? Oh, never mind. Nice, isn't it?
IS D&AD'S ANNUAL A MUST-READ?
When I was a nipper and all round here were fields, I used to have an unhealthy obsession with my D&AD Annuals.
I had a pretty good collection, only missing one of the last 30, and was nerdy enough to know them inside out.
Now I don't really give a toss about them. I read my last one once, then gave it away to a young creative who I thought might have more use for it than me (having said that, I do use the online Annual a bit. It's much more convenient and you can view the films).
I wonder if whether or not there are junior creatives out there who regard the Annual in the same way as I (and Chris Palmer, Mark Denton, Dave Dye, Peter Souter and many, many others) used to?
Are you a junior creative who has pored over and memorised the Annuals? Do you wait for each new collection of in-books and nominations with bated breath?
Are you dying to get your first entry?
Did you get your first entry this year and do a little wee of excitement?
I do understand that D&AD has suffered, through no fault of its own, from the fact that much of the work in it has already been seen in Archive or any one of a dozen other shows around the world, each trying to hoover up the entry cash from agencies and networks desperate for those Gunn Report points. But then D&AD might also have to blame itself as its awards have become homogenised with the others through the mandatory inclusion of foreign jurors who like the same ads that win at Cannes.
NOT A LOT OF LOVE FOR THE IPHONE
I have been an iPhone user since its inception. As I've written before, I hate the damn thing. It is the most unreliable, frustrating, crappy piece of shit Apple has ever made. Unfortunately for me, everything else in my office is an Apple product and for the sake of connectivity I'm stuck with using the iPhone.
It has all the stuff I don't need and none of the stuff I do need. I don't need an app that tells me what my sperm count is. I need a phone that freaking works. Got that, Steve?
Recently I bought the newest iPhone. It is even worse than its predecessors. I don't think I've ever made a call that it hasn't dropped. I was recently on a conversation with a client and the call was dropped three times. The same client left me a voicemail message. I got it a week later. All along, Apple and its fanboys have been blaming AT&T for the problems. Now that Verizon will soon be selling iPhones, we'll see.