The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
What helps people, helps business.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
There is no such thing as a permanent advertising success.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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