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I do not regard advertising as entertainment or an art form, but as a medium of information.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
Advertising reflects the mores of society, but it does not influence them.
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising... →
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
What you say in advertising is more important than how you say it.
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.
Ninety-nine percent of advertising doesn't sell much of anything.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents... →
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will... →
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed.... →
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