Angeline’sAngeline’sAdvertising Crash Advertising Crash

CourseCourse

"Advertising is of the very essence of "Advertising is of the very essence of democracy. An election goes on every democracy. An election goes on every

minute of across the counters of minute of across the counters of hundreds of thousands of stores, hundreds of thousands of stores,

where customers state their where customers state their preferences and determine which preferences and determine which

manufacturer and which product shall manufacturer and which product shall be the leader today, and which shall be the leader today, and which shall

lead tomorrow." -- Bruce Bartonlead tomorrow." -- Bruce Barton

"Advertising is salesmanship mass "Advertising is salesmanship mass produced. No one would bother to produced. No one would bother to use advertising if he could talk to use advertising if he could talk to all his prospects face-to-face. But all his prospects face-to-face. But

he can't." -- Morris Hitehe can't." -- Morris Hite

"Great designers seldom "Great designers seldom make great advertising men, make great advertising men, because they get overcome because they get overcome

by the beauty of the picture - by the beauty of the picture - and forget that merchandise and forget that merchandise

must be sold." -- James must be sold." -- James Randolph AdamsRandolph Adams

"If you don't get noticed, "If you don't get noticed, you don't have anything. you don't have anything.

You just have to be noticed, You just have to be noticed, but the art is in getting but the art is in getting

noticed naturally, without noticed naturally, without screaming or without screaming or without

tricks." -- Leo Burnetttricks." -- Leo Burnett

““You have only 30 seconds. You have only 30 seconds. If you grab attention in the If you grab attention in the

first frame with a visual first frame with a visual surprise, you stand a better surprise, you stand a better

chance of holding the chance of holding the viewer. When you advertise viewer. When you advertise

fire-extinguishers, open fire-extinguishers, open with the fire." -- David with the fire." -- David

OgilvyOgilvy

"The greatest thing to be "The greatest thing to be achieved in advertising, achieved in advertising,

in my opinion, is in my opinion, is believability, and believability, and nothing is more nothing is more

believable than the believable than the product itself." -- Leo product itself." -- Leo

BurnettBurnett

"The first thing one must do to "The first thing one must do to succeed in advertising is to have succeed in advertising is to have the attention of the reader. That the attention of the reader. That

means to be interesting. The next means to be interesting. The next thing is to stick to the truth, and thing is to stick to the truth, and that means rectifying whatever's that means rectifying whatever's

wrong in the merchant's business. wrong in the merchant's business. If the truth isn't tellable, fix it so it If the truth isn't tellable, fix it so it is. That is about all there is to it."is. That is about all there is to it."

--- John E. Powers- John E. Powers

"A good basic selling idea, "A good basic selling idea, involvement and relevancy involvement and relevancy are as important as ever, are as important as ever, but in the advertising of but in the advertising of today, unless you make today, unless you make

yourself noticed and yourself noticed and believed, you ain't got believed, you ain't got

nothin'." -- Leo Burnettnothin'." -- Leo Burnett

"What helps people, "What helps people, helps business." -- Leo helps business." -- Leo

BurnettBurnett

"Advertising doesn't "Advertising doesn't create a product create a product

advantage. It can only advantage. It can only convey it."convey it." - -- William - William

BernbachBernbach

"The truth isn't the truth until "The truth isn't the truth until people believe you, and they can't people believe you, and they can't

believe you if they don't know believe you if they don't know what you're saying, and they can't what you're saying, and they can't

know what you're saying if they know what you're saying if they don't listen to you, and they won't don't listen to you, and they won't

listen to you if you're not listen to you if you're not interesting, and you won't be interesting, and you won't be

interesting unless you say things interesting unless you say things imaginatively, originally, freshly."imaginatively, originally, freshly."

--- William Bernbach- William Bernbach

"The headline is the "The headline is the most important element most important element of an ad. It must offer a of an ad. It must offer a promise to the reader of promise to the reader of a believable benefit. And a believable benefit. And it must be phrased in a it must be phrased in a way to give it memory way to give it memory value."value." - -- Morris Hite- Morris Hite

It takes more than It takes more than capital to swing capital to swing

business. You've got to business. You've got to have the A. I. D. degree have the A. I. D. degree to get by -- Advertising, to get by -- Advertising, Initiative, and Dynamics. Initiative, and Dynamics.

-- Ren Mulford Jr.-- Ren Mulford Jr.

When the product is When the product is right, you don't have to right, you don't have to be a great marketer. -- be a great marketer. --

Lee IacoccaLee Iacocca

"It is insight into human "It is insight into human nature that is the key to the nature that is the key to the

communicator's skill. For communicator's skill. For whereas the writer is whereas the writer is

concerned with what he puts concerned with what he puts into his writings, the into his writings, the

communicator is concerned communicator is concerned with what the reader gets out with what the reader gets out of it. He therefore becomes a of it. He therefore becomes a student of how people read or student of how people read or

listen."listen." - -- William Bernbach- William Bernbach

"Make it simple. Make it "Make it simple. Make it memorable. Make it memorable. Make it

inviting to look at. Make inviting to look at. Make it fun to read." -- Leo it fun to read." -- Leo

BurnettBurnett

"Advertising says to "Advertising says to people, people,

'Here's what we've got. 'Here's what we've got. Here's what it will do for Here's what it will do for you. Here's how to get you. Here's how to get it.'" -- Leo Burnettit.'" -- Leo Burnett

"If you can't turn "If you can't turn yourself into your yourself into your

customer, you probably customer, you probably shouldn't be in the ad shouldn't be in the ad

writing business at all." writing business at all." -- Leo Burnett-- Leo Burnett

"Forget words like 'hard sell' "Forget words like 'hard sell' and 'soft sell.' That will only and 'soft sell.' That will only

confuse you. Just be sure your confuse you. Just be sure your advertising is saying advertising is saying

something with substance, something with substance, something that will inform and something that will inform and

serve the consumer, and be serve the consumer, and be sure you're saying it like it's sure you're saying it like it's never been said before." -- never been said before." --

William BernbachWilliam Bernbach

"To establish a favorable and well-"To establish a favorable and well-defined brand personality with the defined brand personality with the consumer the advertiser must be consumer the advertiser must be consistent. You can't use a comic consistent. You can't use a comic approach today and a scientist in approach today and a scientist in a white jacket tomorrow without a white jacket tomorrow without

diffusing and damaging your diffusing and damaging your brand personality."brand personality." - -- Morris Hite.- Morris Hite.

"What really decides "What really decides consumers to buy or not to consumers to buy or not to buy is the content of your buy is the content of your

advertising, not its form." -- advertising, not its form." -- David OgilvyDavid Ogilvy

"The headline is the 'ticket "The headline is the 'ticket on the meat.' Use it to flag on the meat.' Use it to flag

down readers who are down readers who are prospects for the kind of prospects for the kind of

product you are product you are advertising." -- David Ogilvyadvertising." -- David Ogilvy

"On the average, five "On the average, five times as many people times as many people read the headline as read the headline as read the body copy. read the body copy.

When you have written When you have written your headline, you have your headline, you have spent eighty cents out of spent eighty cents out of

your dollar." -- David your dollar." -- David OgilvyOgilvy

"I have a theory that the "I have a theory that the best ads come from best ads come from personal experience. personal experience.

Some of the good ones I Some of the good ones I have done have really have done have really come out of the real come out of the real

experience of my life, experience of my life, and somehow this has and somehow this has come over as true and come over as true and

valid and persuasive." -- valid and persuasive." -- David OgilvyDavid Ogilvy

"If you are writing about "If you are writing about baloney, don't try to make it baloney, don't try to make it Cornish hen, because that is Cornish hen, because that is

the worst kind of baloney the worst kind of baloney there is. Just make it darned there is. Just make it darned

good baloney." -- Leo good baloney." -- Leo BurnettBurnett

"I have always believed "I have always believed that writing that writing

advertisements is the advertisements is the second most profitable second most profitable

form of writing. The first, form of writing. The first, of course, is ransom of course, is ransom notes . . . ."notes . . . ." - -- Philip - Philip

DusenberryDusenberry

"I think central to good writing of "I think central to good writing of advertising, or anything else, is a advertising, or anything else, is a

person who has developed an person who has developed an understanding of people, an insight understanding of people, an insight

into them, a sympathy toward them. I into them, a sympathy toward them. I think that that develops more sharply think that that develops more sharply when the writer has not had an easy when the writer has not had an easy

adjustment to living. So that they have adjustment to living. So that they have themselves felt the need for themselves felt the need for

understanding, the need for sympathy, understanding, the need for sympathy, and can therefore see that need in and can therefore see that need in

other people."other people." - -- George Gribbin- George Gribbin

"I don't know the rules of "I don't know the rules of grammar. . . . If you're trying grammar. . . . If you're trying

to persuade people to do to persuade people to do something, or buy something, something, or buy something, it seems to me you should use it seems to me you should use their language, the language their language, the language

they use every day, the they use every day, the language in which they think. language in which they think.

We try to write in the We try to write in the vernacular." -- David Ogilvyvernacular." -- David Ogilvy

"You must make the "You must make the product interesting, not just product interesting, not just make the ad different. And make the ad different. And that's what too many of the that's what too many of the

copywriters in the U.S. copywriters in the U.S. today don't yet today don't yet

understand." -- Rosser understand." -- Rosser ReevesReeves

"The mystery of writing "The mystery of writing advertisements consists advertisements consists mainly in saying in a few mainly in saying in a few

plain words exactly what it plain words exactly what it is desired to say, precisely is desired to say, precisely as it would be written in a as it would be written in a

letter or told to an letter or told to an acquaintance." -- George P. acquaintance." -- George P.

RowellRowell

"Properly practiced "Properly practiced creativity can make one creativity can make one ad do the work of ten."ad do the work of ten." - -- -

William BernbachWilliam Bernbach

"Properly practiced "Properly practiced creativity MUST result in creativity MUST result in

greater sales more greater sales more economically achieved. economically achieved.

Properly practiced Properly practiced creativity can lift your creativity can lift your

claims out of the swamp claims out of the swamp of sameness and make of sameness and make

them accepted, believed, them accepted, believed, persuasive, urgent."persuasive, urgent." - -- - William BernbachWilliam Bernbach

"In advertising not to be "In advertising not to be different is virtually different is virtually suicidal."suicidal." - -- William - William

BernbachBernbach

"The secret of all "The secret of all effective originality in effective originality in advertising is not the advertising is not the creation of new and creation of new and

tricky words and tricky words and pictures, but one of pictures, but one of

putting familiar words putting familiar words and pictures into new and pictures into new relationships." -- Leo relationships." -- Leo

BurnettBurnett

"There is a great deal of "There is a great deal of advertising that is much advertising that is much

better than the product. When better than the product. When that happens, all that the that happens, all that the

good advertising will do is put good advertising will do is put you out of business faster." -- you out of business faster." --

Jerry Della FaminaJerry Della Famina

"Contrary to what self-"Contrary to what self-appointed protectors of the appointed protectors of the

consumer so loudly proclaim, consumer so loudly proclaim, advertising does not cause advertising does not cause people to buy bad products. people to buy bad products.

Nothing will put a bad product Nothing will put a bad product out of business faster than a out of business faster than a good advertising campaign. good advertising campaign. Advertising causes people to Advertising causes people to try a product once, but poor try a product once, but poor

quality eliminates any quality eliminates any possibility of a repeat possibility of a repeat

purpose."purpose." - -- Morris Hite- Morris Hite

"Many a small thing has "Many a small thing has been made large by the been made large by the

right kind of right kind of advertising."advertising." - -- Mark - Mark

TwainTwain

"General advertising is "General advertising is Cyrano. He comes under your Cyrano. He comes under your window and sings; people get window and sings; people get used to it and ignore it. But if used to it and ignore it. But if Roxane responds, there's a Roxane responds, there's a relationship. We move the relationship. We move the

brand relationship up a notch. brand relationship up a notch. Advertising becomes a Advertising becomes a

dialogue that becomes an dialogue that becomes an invitation to a relationship." -- invitation to a relationship." --

Lester WundermanLester Wunderman

"You can say the right "You can say the right thing about a product thing about a product and nobody will listen. and nobody will listen. You've got to say it in You've got to say it in

such a way that people such a way that people will feel it in their gut. will feel it in their gut. Because if they don't Because if they don't feel it, nothing will feel it, nothing will happen." -- William happen." -- William

BernbachBernbach

"The spectator-buyer is meant to "The spectator-buyer is meant to envy herself as she will become if envy herself as she will become if

she buys the product. She is she buys the product. She is meant to imagine herself meant to imagine herself

transformed by the product into transformed by the product into an object of envy for others, an an object of envy for others, an envy which will then justify her envy which will then justify her

loving herself. One could put this loving herself. One could put this another way: the publicity image another way: the publicity image

steals her love of herself as she is, steals her love of herself as she is, and offers it back to her for the and offers it back to her for the

price of the product."price of the product." - -- John - John BergerBerger

"We grew up founding "We grew up founding our dreams on the our dreams on the infinite promise of infinite promise of

American advertising. I American advertising. I still believe that one can still believe that one can learn to play the piano learn to play the piano

by mail and that mud will by mail and that mud will give you a perfect give you a perfect

complexion."complexion." - -- Zelda - Zelda FitzgeraldFitzgerald

"Fun without sell gets "Fun without sell gets nowhere but sell without nowhere but sell without

fun tends to become fun tends to become obnoxious." -- Leo obnoxious." -- Leo

BurnettBurnett

"There is no such thing "There is no such thing as a permanent as a permanent

advertising success." -- advertising success." -- Leo BurnettLeo Burnett

"No matter how skillful "No matter how skillful you are, you can't invent you are, you can't invent

a product advantage a product advantage that doesn't exist. And if that doesn't exist. And if

you do, and it's just a you do, and it's just a gimmick, it's going to fall gimmick, it's going to fall apart anyway."apart anyway." - -- William - William

BernbachBernbach

"Regardless of the moral "Regardless of the moral issue, dishonesty in issue, dishonesty in

advertising has proved advertising has proved very unprofitable." -- Leo very unprofitable." -- Leo

BurnettBurnett

"Never write an advertisement "Never write an advertisement which you wouldn't want your own which you wouldn't want your own

family to read. You wouldn't tell family to read. You wouldn't tell lies to your own wife. Don't tell lies to your own wife. Don't tell

them to mine. Do as you would be them to mine. Do as you would be done by. If you tell lies about a done by. If you tell lies about a product, you will be found out - product, you will be found out -

either by the Government, which either by the Government, which will prosecute you, or by the will prosecute you, or by the

consumer, who will punish you by consumer, who will punish you by not buying your product a second not buying your product a second time. Good products can be sold time. Good products can be sold

by honest advertising. If you don't by honest advertising. If you don't think the product is good, you think the product is good, you

have no business to be advertising have no business to be advertising

it." -- Davidit." -- David OgilvyOgilvy

"[L]ying and cheating in "[L]ying and cheating in advertising, in the long run, are advertising, in the long run, are

commercial suicide. Dishonesty in commercial suicide. Dishonesty in advertising destroys not only advertising destroys not only

confidence in advertising, but also confidence in advertising, but also in the medium which carries the in the medium which carries the dishonest advertisement. . . . No dishonest advertisement. . . . No

one can be ill in a community one can be ill in a community without endangering others; no without endangering others; no

advertiser can be dishonest advertiser can be dishonest without casting suspicion upon without casting suspicion upon

others." -- Daniel Starchothers." -- Daniel Starch

"You now have to decide "You now have to decide what 'image' you want what 'image' you want for your brand. Image for your brand. Image

means personality. means personality. Products, like people, Products, like people,

have personalities, and have personalities, and they can make or break they can make or break

them in the market them in the market place." -- David Ogilvyplace." -- David Ogilvy

"Every advertisement "Every advertisement should be thought of as should be thought of as

a contribution to the a contribution to the complex symbol which is complex symbol which is

the brand image." -- the brand image." -- David OgilvyDavid Ogilvy

"If you ever have the "If you ever have the good fortune to create a good fortune to create a

great advertising great advertising campaign, you will soon campaign, you will soon see another agency steal see another agency steal it. This is irritating, but it. This is irritating, but don't let it worry you; don't let it worry you;

nobody has ever built a nobody has ever built a brand by imitating brand by imitating somebody else's somebody else's

advertising." -- David advertising." -- David OgilvyOgilvy

"Buy me and you will "Buy me and you will overcome the anxieties I overcome the anxieties I have just reminded you have just reminded you of." -- Michael Schudsonof." -- Michael Schudson

"Next to Christianity, "Next to Christianity, advertising is the greatest advertising is the greatest

force in the world. And I say force in the world. And I say that without sacrilege or that without sacrilege or disrespect. Advertising disrespect. Advertising

makes people discontented. makes people discontented. It makes them want things It makes them want things they don't have. Without they don't have. Without discontent, there is no discontent, there is no

progress, no achievement." progress, no achievement." -- Ray Locke-- Ray Locke

"When executing "When executing advertising, it's best to think advertising, it's best to think of yourself as an uninvited of yourself as an uninvited

guest in the living room of a guest in the living room of a prospect who has the prospect who has the

magical power to make you magical power to make you disappear instantly." -- John disappear instantly." -- John

O'TooleO'Toole

"Anyone who thinks that "Anyone who thinks that people can be fooled or people can be fooled or pushed around has an pushed around has an inaccurate and pretty inaccurate and pretty

low estimate of people - low estimate of people - and he won't do very and he won't do very well in advertising." -- well in advertising." --

Leo BurnettLeo Burnett

"Can advertising foist an inferior "Can advertising foist an inferior product on the consumer? Bitter product on the consumer? Bitter experience has taught me that it experience has taught me that it

cannot. On those rare occasions when cannot. On those rare occasions when I have advertised products which I have advertised products which

consumer tests have found inferior to consumer tests have found inferior to other products in the same field, the other products in the same field, the

results have been disastrous." -- David results have been disastrous." -- David OgilvyOgilvy

"Advertising is criticized on the ground "Advertising is criticized on the ground that it can manipulate consumers to that it can manipulate consumers to follow the will of the advertiser. The follow the will of the advertiser. The

weight of evidence denies this ability. weight of evidence denies this ability. Instead, evidence supports the position Instead, evidence supports the position

that advertising, to be successful, that advertising, to be successful, must understand or anticipate basic must understand or anticipate basic

human needs and wants and interpret human needs and wants and interpret available goods and services in terms available goods and services in terms

of their want-satisfying abilities. This is of their want-satisfying abilities. This is the very opposite of manipulation." -- the very opposite of manipulation." --

Charles H. SandageCharles H. Sandage

"The more informative "The more informative your advertising, the your advertising, the

more persuasive it will more persuasive it will be." -- David Ogilvybe." -- David Ogilvy

"In American business today, with "In American business today, with so many good companies offering so many good companies offering

bewilderingly similar products, bewilderingly similar products, advertising has become perhaps advertising has become perhaps

the critical factor in the the critical factor in the consumer's decision of which one consumer's decision of which one

of those products to buy. The of those products to buy. The environment is not so much one of environment is not so much one of

innovation as it is one of innovation as it is one of marketing - which means the marketing - which means the adman, more than ever, has adman, more than ever, has become its superstar." -- Skip become its superstar." -- Skip

HollandsworthHollandsworth

"Advertising practitioners are "Advertising practitioners are interpreters. But unlike interpreters. But unlike

foreign language interpreters, foreign language interpreters, ad people must constantly ad people must constantly learn new languages. They learn new languages. They

must understand the language must understand the language of each new product, and of each new product, and

speak the language of each speak the language of each new target audience." -- Jeff I. new target audience." -- Jeff I.

RichardsRichards

"Advertisers are the "Advertisers are the interpreters of our dreams - interpreters of our dreams -

Joseph interpreting for Joseph interpreting for Pharoah. Like the movies, they Pharoah. Like the movies, they

infect the routine futility of infect the routine futility of our days with purposeful our days with purposeful

adventure. Their weapons are adventure. Their weapons are our weaknesses: fear, our weaknesses: fear,

ambition, illness, pride, ambition, illness, pride, selfishness, desire, ignorance. selfishness, desire, ignorance. And these weapons must be And these weapons must be kept as bright as a sword." -- kept as bright as a sword." --

E.G. WhiteE.G. White

"A great ad campaign "A great ad campaign will make a bad product will make a bad product

fail faster. It will get fail faster. It will get more people to know it's more people to know it's

bad." -- William bad." -- William BernbachBernbach

"There's no secret formula for "There's no secret formula for advertising success, other than to advertising success, other than to

learn everything you can about learn everything you can about the product. Most products have the product. Most products have some unique characteristic, and some unique characteristic, and

the really great advertising comes the really great advertising comes right out of the product and says right out of the product and says something about the product that something about the product that no one else can say. Or at least no no one else can say. Or at least no one else is saying." -- Morris Hiteone else is saying." -- Morris Hite

"The best ad is a good "The best ad is a good product." -- Alan H. product." -- Alan H.

MeyerMeyer

"The sole purpose of "The sole purpose of business is service. The business is service. The

sole purpose of sole purpose of advertising is explaining advertising is explaining

the service which the service which business renders." -- Leo business renders." -- Leo

BurnettBurnett

"The most important "The most important word in the vocabulary word in the vocabulary

of advertising is TEST. If of advertising is TEST. If you pretest your product you pretest your product

with consumers, and with consumers, and pretest your advertising, pretest your advertising,

you will do well in the you will do well in the marketplace." -- David marketplace." -- David

OgilvyOgilvy

"Ninety-nine percent of "Ninety-nine percent of advertising doesn't sell advertising doesn't sell much of anything." -- much of anything." --

David OgilvyDavid Ogilvy

"Yes, I sell people things "Yes, I sell people things they don't need. I can't, they don't need. I can't,

however, sell them however, sell them something they don't something they don't

want. Even with want. Even with advertising. Even if I advertising. Even if I were of a mind to." -- were of a mind to." --

John O'TooleJohn O'Toole

"Techniques of art, layout, typography, radio "Techniques of art, layout, typography, radio and television productions and fine writing and television productions and fine writing

are important. Nevertheless, they are are important. Nevertheless, they are secondary to the basic selling proposition secondary to the basic selling proposition

around which the ad or commercial is built. It around which the ad or commercial is built. It is not the purpose of the ad or commercial to is not the purpose of the ad or commercial to make the reader or listener say 'My, what a make the reader or listener say 'My, what a clever ad.' It is the purpose of advertising to clever ad.' It is the purpose of advertising to make the reader or listener say, 'I believe I'll make the reader or listener say, 'I believe I'll buy one when I'm shopping tomorrow,' or 'I buy one when I'm shopping tomorrow,' or 'I

wonder if Joe could get one for me wholesale? wonder if Joe could get one for me wholesale? The place to start in advertising is the basic The place to start in advertising is the basic selling appeal. An appeal that fulfills some selling appeal. An appeal that fulfills some

existing need in the prospect's mind, an existing need in the prospect's mind, an appeal that can be readily understood and appeal that can be readily understood and

believed." -- Morris Hitebelieved." -- Morris Hite

"A good ad should be like a "A good ad should be like a good sermon: It must not only good sermon: It must not only comfort the afflicted, it also comfort the afflicted, it also

must afflict the comfortable." must afflict the comfortable."

-- Bernice Fitz-Gibbon-- Bernice Fitz-Gibbon

"There is no need for "There is no need for advertisements to look advertisements to look like advertisements. If like advertisements. If

you make them look like you make them look like editorial pages, you will editorial pages, you will

attract about 50 per cent attract about 50 per cent more readers." -- David more readers." -- David

OgilvyOgilvy

"There is no such thing "There is no such thing as a Mass Mind. The as a Mass Mind. The

Mass Audience is made Mass Audience is made up of individuals, and up of individuals, and good advertising is good advertising is

written always from one written always from one person to another. When person to another. When it is aimed at millions it it is aimed at millions it rarely moves anyone." -- rarely moves anyone." --

Fairfax ConeFairfax Cone

"There is no such thing as "There is no such thing as national advertising. All national advertising. All advertising is local and advertising is local and

personal. It's one man or personal. It's one man or woman reading one woman reading one

newspaper in the kitchen or newspaper in the kitchen or watching TV in the den." -- watching TV in the den." --

Morris HiteMorris Hite

"For marketers . . . the mass "For marketers . . . the mass media are no longer the sole media are no longer the sole

choice. Traditional media retain an choice. Traditional media retain an important advantage: the 'rub-off' important advantage: the 'rub-off' credibility that accrues from being credibility that accrues from being part of a broadcast or publication part of a broadcast or publication

invited into the home. But for invited into the home. But for many marketers, media many marketers, media

advertising is a shotgun. The new advertising is a shotgun. The new technologies provide rifles, which technologies provide rifles, which

can target prime prospects." -- can target prime prospects." --

Stanley E. CohenStanley E. Cohen

"Doing business without "Doing business without advertising is like advertising is like

winking at a girl in the winking at a girl in the dark. You know what you dark. You know what you

are doing, but nobody are doing, but nobody else does." -- Steuart else does." -- Steuart

Henderson BrittHenderson Britt

"Good advertising does "Good advertising does not just circulate not just circulate

information. It information. It penetrates the public penetrates the public mind with desires and mind with desires and belief." -- Leo Burnettbelief." -- Leo Burnett

"The philosophy behind "The philosophy behind much advertising is much advertising is

based on the old based on the old observation that every observation that every man is really two men - man is really two men - the man he is and the the man he is and the

man he wants to be." -- man he wants to be." -- William FeatherWilliam Feather

"The business of the advertiser or the "The business of the advertiser or the seller is not to create fundamentally seller is not to create fundamentally

new desires. That is not necessary and new desires. That is not necessary and really cannot be done. Man already really cannot be done. Man already

has certain desires present from birth, has certain desires present from birth, which are a part of his fundamental which are a part of his fundamental

make-up. All that a seller can do is to make-up. All that a seller can do is to direct these desires in certain direct these desires in certain

directions, or stimulate them to action, directions, or stimulate them to action, or show by what new ways an old or show by what new ways an old desire may be satisfied." -- Daniel desire may be satisfied." -- Daniel

StarchStarch

"I know half the money I "I know half the money I spend on advertising is spend on advertising is

wasted, but I can never find wasted, but I can never find out which half" -- John out which half" -- John

WanamakerWanamaker

"The faults of advertising are only "The faults of advertising are only those common to all human those common to all human

institutions. If advertising speaks to a institutions. If advertising speaks to a thousand in order to influence one, so thousand in order to influence one, so does the church. And if it encourages does the church. And if it encourages people to live beyond their means, so people to live beyond their means, so

does matrimony. Good times, bad does matrimony. Good times, bad times, there will always be advertising. times, there will always be advertising.

In good times, people want to In good times, people want to advertise; in bad times they have to." advertise; in bad times they have to."

-- Bruce Barton-- Bruce Barton

"Unless a product becomes "Unless a product becomes outmoded, a great outmoded, a great

campaign will not wear campaign will not wear itself out." -- Rosser Reevesitself out." -- Rosser Reeves