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Advertising moves people toward goods; merchandising moves goods toward people.
It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products... →
Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he... →
The ultimate test of a finished account executive is his ability to write a sound marketing plan.
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to... →
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way... →
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen... →
If you have a good selling idea, your secretary can write your ad for you.
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is... →
Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has done... →
No agency is better than its account executives.
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