Advertising Crash Course

8/7/2019 Advertising Crash Course

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AngelinesAngelinesAdvertising Crash CourseAdvertising Crash Course


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

minute of across the counters of hundredsminute of across the counters of hundreds

of thousands of stores, where customersof thousands of stores, where customersstate their preferences and determinestate their preferences and determine

which manufacturer and which productwhich manufacturer and which product

shall be the leader today, and which shallshall be the leader today, and which shalllead tomorrow."lead tomorrow." ---- Bruce BartonBruce Barton


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"Advertising is salesmanship mass"Advertising is salesmanship mass

produced. No one would bother to useproduced. No one would bother to use

advertising if he could talk to all hisadvertising if he could talk to all hisprospects faceprospects face--toto--face. But he can't."face. But he can't." --

-- Morris HiteMorris Hite


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"Great designers seldom make"Great designers seldom makegreat advertising men, becausegreat advertising men, because

they get overcome by the beautythey get overcome by the beautyof the pictureof the picture -- and forget thatand forget that

merchandise must be sold."merchandise must be sold." ----

James Randolph AdamsJames Randolph Adams


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"If you don't get noticed, you"If you don't get noticed, youdon't have anything. You justdon't have anything. You just

have to be noticed, but the arthave to be noticed, but the artis in getting noticed naturally,is in getting noticed naturally,

without screaming or withoutwithout screaming or without

tricks."tricks." ---- Leo BurnettLeo Burnett


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You have only 30 seconds. If youYou have only 30 seconds. If yougrab attention in the first framegrab attention in the first frame

with a visual surprise, you stand awith a visual surprise, you stand a

better chance of holding thebetter chance of holding theviewer. When you advertise fireviewer. When you advertise fire--

extinguishers, open with theextinguishers, open with the

fire."fire." ---- David OgilvyDavid Ogilvy


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"The greatest thing to be"The greatest thing to beachieved in advertising, in myachieved in advertising, in my

opinion, is believability, andopinion, is believability, andnothing is more believablenothing is more believable

than the product itself."than the product itself." ---- LeoLeo

BurnettBurnett


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"The first thing one must do to"The first thing one must do to

succeed in advertising is to have thesucceed in advertising is to have the

attention of the reader. That means toattention of the reader. That means to

be interesting. The next thing is tobe interesting. The next thing is to

stick to the truth, and that meansstick to the truth, and that means

rectifying whatever's wrong in therectifying whatever's wrong in the

merchant's business. If the truth isn'tmerchant's business. If the truth isn't

tellable, fix it so it is. That is about alltellable, fix it so it is. That is about all

there is to it."there is to it." ---- John E. PowersJohn E. Powers


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"A good basic selling idea,"A good basic selling idea,involvement and relevancy areinvolvement and relevancy are

as important as ever, but in theas important as ever, but in theadvertising of today, unless youadvertising of today, unless you

make yourself noticed andmake yourself noticed and

believed, you ain't got nothin'."believed, you ain't got nothin'."---- Leo BurnettLeo Burnett


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"What helps people, helps"What helps people, helpsbusiness."business." ---- Leo BurnettLeo Burnett


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"Advertising doesn't create a"Advertising doesn't create aproduct advantage. It can onlyproduct advantage. It can only

convey it."convey it." ---- WilliamWilliam

BernbachBernbach


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"The truth isn't the truth until people"The truth isn't the truth until people

believe you, and they can't believe you ifbelieve you, and they can't believe you if

they don't know what you're saying, andthey don't know what you're saying, and

they can't know what you're saying ifthey can't know what you're saying if

they don't listen to you, and they won'tthey don't listen to you, and they won'tlisten to you if you're not interesting, andlisten to you if you're not interesting, and

you won't be interesting unless you sayyou won't be interesting unless you say

things imaginatively, originally, freshly."things imaginatively, originally, freshly." ---- William BernbachWilliam Bernbach


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It takes more than capital toIt takes more than capital toswing business. You've got toswing business. You've got to

have the A. I. D. degree to gethave the A. I. D. degree to getbyby ---- Advertising, Initiative,Advertising, Initiative,

and Dynamics.and Dynamics. ---- Ren MulfordRen Mulford

Jr.Jr.


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When the product is right, youWhen the product is right, youdon't have to be a greatdon't have to be a great

marketer.marketer. ---- Lee IacoccaLee Iacocca


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"It is insight into human nature that"It is insight into human nature thatis the key to the communicator's skill.is the key to the communicator's skill.

For whereas the writer is concernedFor whereas the writer is concerned

with what he puts into his writings,with what he puts into his writings,the communicator is concerned withthe communicator is concerned with

what the reader gets out of it. Hewhat the reader gets out of it. He

therefore becomes a student of howtherefore becomes a student of howpeople read or listen."people read or listen." ---- WilliamWilliam

BernbachBernbach


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

memorable. Make it invitingmemorable. Make it invitingto look at. Make it fun toto look at. Make it fun to

read."read." ---- Leo BurnettLeo Burnett


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

your customer, you probablyyour customer, you probablyshouldn't be in the ad writingshouldn't be in the ad writing

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


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

Just be sure your advertising isJust be sure your advertising is

saying something with substance,saying something with substance,something that will inform and servesomething that will inform and serve

the consumer, and be sure you'rethe consumer, and be sure you're

saying it like it's never been saidsaying it like it's never been saidbefore."before." ---- William BernbachWilliam Bernbach


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"To establish a favorable and well"To establish a favorable and well--

defined brand personality with thedefined brand personality with the

consumer the advertiser must beconsumer the advertiser must beconsistent. You can't use a comicconsistent. You can't use a comic

approach today and a scientist in aapproach today and a scientist in a

white jacket tomorrow withoutwhite jacket tomorrow withoutdiffusing and damaging your branddiffusing and damaging your brand

personality."personality." ---- Morris Hite.Morris Hite.


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"The headline is the 'ticket on"The headline is the 'ticket on

the meat.' Use it to flag downthe meat.' Use it to flag downreaders who are prospects forreaders who are prospects for

the kind of product you arethe kind of product you are

advertising."advertising." ---- David OgilvyDavid Ogilvy


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"On the average, five times as"On the average, five times asmany people read themany people read the

headline as read the bodyheadline as read the bodycopy. When you have writtencopy. When you have written

your headline, you have spentyour headline, you have spent

eighty cents out of youreighty cents out of yourdollar."dollar." ---- David OgilvyDavid Ogilvy


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"I have a theory that the best"I have a theory that the best

ads come from personalads come from personalexperience. Some of the goodexperience. Some of the good

ones I have done have reallyones I have done have reallycome out of the realcome out of the real

experience of my life, andexperience of my life, and

somehow this has come oversomehow this has come overas true and valid andas true and valid and

persuasive."persuasive." ---- David OgilvyDavid Ogilvy


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"If you are writing about"If you are writing about

baloney, don't try to make itbaloney, don't try to make it

Cornish hen, because that isCornish hen, because that isthe worst kind of baloney therethe worst kind of baloney there

is. Just make it darned goodis. Just make it darned goodbaloney."baloney." ---- Leo BurnettLeo Burnett


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"I have always believed that"I have always believed thatwriting advertisements is thewriting advertisements is the

second most profitable formsecond most profitable formof writing. The first, of course,of writing. The first, of course,

is ransom notes . . . ."is ransom notes . . . ." ---- PhilipPhilip

DusenberryDusenberry


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"I think central to good writing of"I think central to good writing of

advertising, or anything else, is a personadvertising, or anything else, is a personwho has developed an understanding ofwho has developed an understanding of

people, an insight into them, a sympathypeople, an insight into them, a sympathy

toward them. I think that that developstoward them. I think that that developsmore sharply when the writer has not hadmore sharply when the writer has not had

an easy adjustment to living. So that theyan easy adjustment to living. So that they

have themselves felt the need forhave themselves felt the need for

understanding, the need for sympathy, andunderstanding, the need for sympathy, andcan therefore see that need in othercan therefore see that need in other

people."people." ---- George GribbinGeorge Gribbin


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"I don't know the rules of"I don't know the rules of

grammar. . . . If you're trying togrammar. . . . If you're trying topersuade people to do something,persuade people to do something,

or buy something, it seems to meor buy something, it seems to meyou should use their language, theyou should use their language, the

language they use every day, thelanguage they use every day, the

language in which they think. Welanguage in which they think. Wetry to write in the vernacular."try to write in the vernacular." ----

David OgilvyDavid Ogilvy


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"You must make the product"You must make the product

interesting, not just make theinteresting, not just make the

ad different. And that's whatad different. And that's whattoo many of the copywriters intoo many of the copywriters in

the U.S. today don't yetthe U.S. today don't yetunderstand."understand." ---- Rosser ReevesRosser Reeves


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"The mystery of writing"The mystery of writingadvertisements consists mainlyadvertisements consists mainly

in saying in a few plain wordsin saying in a few plain words

exactly what it is desired to say,exactly what it is desired to say,precisely as it would be writtenprecisely as it would be written

in a letter or told to anin a letter or told to anacquaintance."acquaintance." ---- George P.George P.

RowellRowell


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"Properly practiced creativity"Properly practiced creativitycan make one ad do the workcan make one ad do the work

of ten."of ten." ---- William BernbachWilliam Bernbach


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"Properly practiced creativity"Properly practiced creativity

MUST result in greater salesMUST result in greater salesmore economically achieved.more economically achieved.

Properly practiced creativityProperly practiced creativitycan lift your claims out of thecan lift your claims out of the

swamp of sameness and makeswamp of sameness and make

them accepted, believed,them accepted, believed,persuasive, urgent."persuasive, urgent." ---- WilliamWilliam

BernbachBernbach


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"In advertising not to be"In advertising not to be

different is virtually suicidal."different is virtually suicidal."---- William BernbachWilliam Bernbach


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"The secret of all effective"The secret of all effectiveoriginality in advertising is notoriginality in advertising is not

the creation of new and trickythe creation of new and tricky

words and pictures, but onewords and pictures, but oneof putting familiar words andof putting familiar words and

pictures into newpictures into newrelationships."relationships." ---- Leo BurnettLeo Burnett


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

that is much better than the product.that is much better than the product.

When that happens, all that the goodWhen that happens, all that the goodadvertising will do is put you out ofadvertising will do is put you out of

business faster."business faster." ---- Jerry DellaJerry Della

FaminaFamina


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"Contrary to what self"Contrary to what self--appointedappointed

protectors of the consumer so loudlyprotectors of the consumer so loudlyproclaim, advertising does not causeproclaim, advertising does not cause

people to buy bad products. Nothingpeople to buy bad products. Nothing

will put a bad product out ofwill put a bad product out ofbusiness faster than a goodbusiness faster than a good

advertising campaign. Advertisingadvertising campaign. Advertising

causes people to try a product once,causes people to try a product once,but poor quality eliminates anybut poor quality eliminates any

possibility of a repeat purpose."possibility of a repeat purpose." ----

Morris HiteMorris Hite


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"Many a small thing has been"Many a small thing has been

made large by the right kindmade large by the right kindof advertising."of advertising." ---- Mark TwainMark Twain


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"General advertising is Cyrano. He"General advertising is Cyrano. He

comes under your window and sings;comes under your window and sings;

people get used to it and ignore it.people get used to it and ignore it.

But if Roxane responds, there's aBut if Roxane responds, there's arelationship. We move the brandrelationship. We move the brand

relationship up a notch. Advertisingrelationship up a notch. Advertising

becomes a dialogue that becomes anbecomes a dialogue that becomes aninvitation to a relationship."invitation to a relationship." ---- LesterLester

WundermanWunderman


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"You can say the right thing"You can say the right thingabout a product and nobodyabout a product and nobody

will listen. You've got to say itwill listen. You've got to say it

in such a way that people willin such a way that people willfeel it in their gut. Because iffeel it in their gut. Because if

they don't feel it, nothing willthey don't feel it, nothing willhappen."happen." ---- William BernbachWilliam Bernbach


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"The spectator"The spectator--buyer is meant to envybuyer is meant to envy

herself as she will become if she buys theherself as she will become if she buys theproduct. She is meant to imagine herselfproduct. She is meant to imagine herself

transformed by the product into antransformed by the product into an

object of envy for others, an envy whichobject of envy for others, an envy whichwill then justify her loving herself. Onewill then justify her loving herself. One

could put this another way: the publicitycould put this another way: the publicity

image steals her love of herself as she is,image steals her love of herself as she is,

and offers it back to her for the price ofand offers it back to her for the price of

the product."the product." ---- John BergerJohn Berger


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"We grew up founding our"We grew up founding our

dreams on the infinitedreams on the infinitepromise of Americanpromise of American

advertising. I still believe thatadvertising. I still believe that

one can learn to play theone can learn to play thepiano by mail and that mudpiano by mail and that mud

will give you a perfectwill give you a perfect

complexion."complexion." ---- ZeldaZelda

FitzgeraldFitzgerald


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"Fun without sell gets"Fun without sell gets

nowhere but sell without funnowhere but sell without funtends to become obnoxious."tends to become obnoxious." --

-- Leo BurnettLeo Burnett


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

permanent advertisingpermanent advertisingsuccess."success." ---- Leo BurnettLeo Burnett


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"No matter how skillful you"No matter how skillful you

are, you can't invent aare, you can't invent a

product advantage thatproduct advantage thatdoesn't exist. And if you do,doesn't exist. And if you do,

and it's just a gimmick, it'sand it's just a gimmick, it's

going to fall apart anyway."going to fall apart anyway." ----

William BernbachWilliam Bernbach


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"Regardless of the moral issue,"Regardless of the moral issue,

dishonesty in advertising hasdishonesty in advertising hasproved very unprofitable."proved very unprofitable." ----

Leo BurnettLeo Burnett


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"Never write an advertisement which you"Never write an advertisement which you

wouldn't want your own family to read.wouldn't want your own family to read.

You wouldn't tell lies to your own wife.You wouldn't tell lies to your own wife.Don't tell them to mine. Do as you wouldDon't tell them to mine. Do as you would

be done by. If you tell lies about abe done by. If you tell lies about a

product, you will be found outproduct, you will be found out -- either byeither by

the Government, which will prosecutethe Government, which will prosecute

you, or by the consumer, who will punishyou, or by the consumer, who will punish

you by not buying your product a secondyou by not buying your product a second

time. Good products can be sold bytime. Good products can be sold byhonest advertising. If you don't think thehonest advertising. If you don't think the

product is good, you have no business toproduct is good, you have no business to

be advertising it."be advertising it." ---- DavidDavid OgilvyOgilvy


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"[L]ying and cheating in advertising, in"[L]ying and cheating in advertising, in

the long run, are commercial suicide.the long run, are commercial suicide.

Dishonesty in advertising destroys notDishonesty in advertising destroys not

only confidence in advertising, but also inonly confidence in advertising, but also in

the medium which carries the dishonestthe medium which carries the dishonest

advertisement. . . . No one can be ill in aadvertisement. . . . No one can be ill in acommunity without endangering others;community without endangering others;

no advertiser can be dishonest withoutno advertiser can be dishonest without

casting suspicion upon others."casting suspicion upon others." ---- DanielDanielStarchStarch


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"You now have to decide what"You now have to decide what

'image' you want for your'image' you want for your

brand. Image meansbrand. Image means

personality. Products, likepersonality. Products, likepeople, have personalities,people, have personalities,

and they can make or breakand they can make or break

them in the market place."them in the market place." ----

David OgilvyDavid Ogilvy


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"Every advertisement should"Every advertisement should

be thought of as abe thought of as acontribution to the complexcontribution to the complex

symbol which is the brandsymbol which is the brand

image."image." ---- David OgilvyDavid Ogilvy


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"If you ever have the good"If you ever have the good

fortune to create a greatfortune to create a great

advertising campaign, you willadvertising campaign, you will

soon see another agency stealsoon see another agency steal

it. This is irritating, but don'tit. This is irritating, but don'tlet it worry you; nobody haslet it worry you; nobody has

ever built a brand by imitatingever built a brand by imitating

somebody else's advertising."somebody else's advertising." --

-- David OgilvyDavid Ogilvy


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"Buy me and you will"Buy me and you will

overcome the anxieties I haveovercome the anxieties I have

just reminded you of."just reminded you of." ----

Michael SchudsonMichael Schudson


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"Next to Christianity,"Next to Christianity,

advertising is the greatest forceadvertising is the greatest force

in the world. And I say thatin the world. And I say that

without sacrilege or disrespect.without sacrilege or disrespect.

Advertising makes peopleAdvertising makes peoplediscontented. It makes themdiscontented. It makes them

want things they don't have.want things they don't have.

Without discontent, there is noWithout discontent, there is no

progress, no achievement."progress, no achievement." ----

Ray LockeRay Locke


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"When executing advertising,"When executing advertising,

it's best to think of yourself asit's best to think of yourself as

an uninvited guest in the livingan uninvited guest in the living

room of a prospect who has theroom of a prospect who has themagical power to make youmagical power to make you

disappear instantly."disappear instantly." ---- JohnJohn

O'TooleO'Toole


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"Anyone who thinks that"Anyone who thinks thatpeople can be fooled orpeople can be fooled or

pushed around has anpushed around has an

inaccurate and pretty lowinaccurate and pretty low

estimate of peopleestimate of people -- and heand he

won't do very well inwon't do very well inadvertising."advertising." ---- Leo BurnettLeo Burnett


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"Can advertising foist an inferior product on"Can advertising foist an inferior product on

the consumer? Bitter experience has taughtthe consumer? Bitter experience has taught

me that it cannot. On those rare occasionsme that it cannot. On those rare occasionswhen I have advertised products whichwhen I have advertised products which

consumer tests have found inferior to otherconsumer tests have found inferior to other

products in the same field, the results haveproducts in the same field, the results havebeen disastrous."been disastrous." ---- David OgilvyDavid Ogilvy


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"Advertising is criticized on the ground that"Advertising is criticized on the ground thatit can manipulate consumers to follow theit can manipulate consumers to follow the

will of the advertiser. The weight ofwill of the advertiser. The weight of

evidence denies this ability. Instead,evidence denies this ability. Instead,

evidence supports the position thatevidence supports the position thatadvertising, to be successful, mustadvertising, to be successful, must

understand or anticipate basic humanunderstand or anticipate basic human

needs and wants and interpret availableneeds and wants and interpret availablegoods and services in terms of their wantgoods and services in terms of their want--

satisfying abilities. This is the very oppositesatisfying abilities. This is the very opposite

of manipulation."of manipulation." ---- Charles H. SandageCharles H. Sandage


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"The more informative your"The more informative your

advertising, the moreadvertising, the more

persuasive it will be."persuasive it will be." ---- DavidDavid

OgilvyOgilvy


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"In American business today, with so"In American business today, with so

many good companies offeringmany good companies offeringbewilderingly similar products,bewilderingly similar products,

advertising has become perhaps theadvertising has become perhaps the

critical factor in the consumer'scritical factor in the consumer'sdecision of which one of thosedecision of which one of those

products to buy. The environment isproducts to buy. The environment is

not so much one of innovation as it isnot so much one of innovation as it is

one of marketingone of marketing -- which means thewhich means the

adman, more than ever, has becomeadman, more than ever, has become

its superstar."its superstar." ---- Skip HollandsworthSkip Hollandsworth


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"Advertising practitioners are"Advertising practitioners areinterpreters. But unlike foreigninterpreters. But unlike foreign

language interpreters, ad peoplelanguage interpreters, ad people

must constantly learn new languages.must constantly learn new languages.They must understand the languageThey must understand the language

of each new product, and speak theof each new product, and speak the

language of each new targetlanguage of each new target

audience."audience." ---- Jeff I. RichardsJeff I. Richards


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"Advertisers are the interpreters of"Advertisers are the interpreters of

our dreamsour dreams -- Joseph interpreting forJoseph interpreting for

Pharoah. Like the movies, theyPharoah. Like the movies, theyinfect the routine futility of our daysinfect the routine futility of our days

with purposeful adventure. Theirwith purposeful adventure. Their

weapons are our weaknesses: fear,weapons are our weaknesses: fear,ambition, illness, pride, selfishness,ambition, illness, pride, selfishness,

desire, ignorance. And thesedesire, ignorance. And these

weapons must be kept as bright as aweapons must be kept as bright as asword."sword." ---- E.G. WhiteE.G. White


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"A great ad campaign will"A great ad campaign will

make a bad product fail faster.make a bad product fail faster.

It will get more people toIt will get more people to

know it's bad."know it's bad." ---- WilliamWilliam

BernbachBernbach


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"There's no secret formula for advertising"There's no secret formula for advertisingsuccess, other than to learn everythingsuccess, other than to learn everything

you can about the product. Most productsyou can about the product. Most products

have some unique characteristic, and thehave some unique characteristic, and thereally great advertising comes right out ofreally great advertising comes right out of

the product and says something about thethe product and says something about the

product that no one else can say. Or atproduct that no one else can say. Or at

least no one else is saying."least no one else is saying." ---- Morris HiteMorris Hite


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"The best ad is a good"The best ad is a good

product."product." ---- Alan H. MeyerAlan H. Meyer


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"The sole purpose of business"The sole purpose of business

is service. The sole purpose ofis service. The sole purpose of

advertising is explaining theadvertising is explaining the

service which businessservice which business

renders."renders." ---- Leo BurnettLeo Burnett


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"The most important word in"The most important word in

the vocabulary of advertisingthe vocabulary of advertising

is TEST. If you pretest youris TEST. If you pretest yourproduct with consumers, andproduct with consumers, and

pretest your advertising, youpretest your advertising, you

will do well in thewill do well in the

marketplace."marketplace." ---- David OgilvyDavid Ogilvy


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"Ninety"Ninety--nine percent ofnine percent of

advertising doesn't sell muchadvertising doesn't sell much

of anything."of anything." ---- David OgilvyDavid Ogilvy

ll h hi hll h hi h


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sell them something theysell them something they

don't want. Even withdon't want. Even with

advertising. Even if I were of aadvertising. Even if I were of a

mind to."mind to." ---- John O'TooleJohn O'Toole


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"A good ad should be like a good"A good ad should be like a good

sermon: It must not only comfort thesermon: It must not only comfort the

afflicted, it also must afflict theafflicted, it also must afflict thecomfortable."comfortable." ---- Bernice FitzBernice Fitz--GibbonGibbon


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"There is no need for"There is no need foradvertisements to look likeadvertisements to look like

advertisements. If you makeadvertisements. If you make

them look like editorial pages,them look like editorial pages,

you will attract about 50 peryou will attract about 50 per

cent more readers."cent more readers." ---- DavidDavidOgilvyOgilvy


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

Mass Mind. The Mass AudienceMass Mind. The Mass Audienceis made up of individuals, andis made up of individuals, and

good advertising is writtengood advertising is written

always from one person toalways from one person to

another. When it is aimed atanother. When it is aimed at

millions it rarely movesmillions it rarely movesanyone."anyone." ---- Fairfax ConeFairfax Cone


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"There is no such thing as"There is no such thing as

national advertising. Allnational advertising. All

advertising is local and personal.advertising is local and personal.

It's one man or woman readingIt's one man or woman readingone newspaper in the kitchenone newspaper in the kitchen

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

Morris HiteMorris Hite


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"For marketers . . . the mass media are"For marketers . . . the mass media are

no longer the sole choice. Traditionalno longer the sole choice. Traditionalmedia retain an important advantage: themedia retain an important advantage: the

'rub'rub--off' credibility that accrues fromoff' credibility that accrues from

being part of a broadcast or publicationbeing part of a broadcast or publication

invited into the home. But for manyinvited into the home. But for many

marketers, media advertising is a shotgun.marketers, media advertising is a shotgun.

The new technologies provide rifles,The new technologies provide rifles,

which can target prime prospects."which can target prime prospects." ----Stanley E. CohenStanley E. Cohen


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"Doing business without"Doing business withoutadvertising is like winking at aadvertising is like winking at a

girl in the dark. You knowgirl in the dark. You know

what you are doing, butwhat you are doing, but

nobody else does."nobody else does." ---- SteuartSteuart

Henderson BrittHenderson Britt


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"Good advertising does not"Good advertising does not

just circulate information. Itjust circulate information. It

penetrates the public mindpenetrates the public mindwith desires and belief."with desires and belief." ----

Leo BurnettLeo Burnett


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"The philosophy behind much"The philosophy behind much

advertising is based on the oldadvertising is based on the old

observation that every man isobservation that every man is

really two menreally two men -- the man he isthe man he is

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


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"The business of the advertiser or the seller"The business of the advertiser or the seller

is not to create fundamentally new desires.is not to create fundamentally new desires.That is not necessary and really cannot beThat is not necessary and really cannot be

done. Man already has certain desiresdone. Man already has certain desires

present from birth, which are a part of hispresent from birth, which are a part of his

fundamental makefundamental make--up. All that a seller canup. All that a seller can

do is to direct these desires in certaindo is to direct these desires in certain

directions, or stimulate them to action, ordirections, or stimulate them to action, or

show by what new ways an old desire mayshow by what new ways an old desire maybe satisfied."be satisfied." ---- Daniel StarchDaniel Starch


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"I know half the money I spend"I know half the money I spend

on advertising is wasted, but Ion advertising is wasted, but I

can never find out which half"can never find out which half" --

-- John WanamakerJohn Wanamaker


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"The faults of advertising are only those"The faults of advertising are only thosecommon to all human institutions. Ifcommon to all human institutions. If

advertising speaks to a thousand in order toadvertising speaks to a thousand in order to

influence one, so does the church. And if itinfluence one, so does the church. And if itencourages people to live beyond theirencourages people to live beyond their

means, so does matrimony. Good times,means, so does matrimony. Good times,

bad times, there will always be advertising.bad times, there will always be advertising.

In good times, people want to advertise; inIn good times, people want to advertise; inbad times they have to."bad times they have to." ---- Bruce BartonBruce Barton


81/81

"Unless a product becomes"Unless a product becomes

outmoded, a great campaignoutmoded, a great campaign

will not wear itself out."will not wear itself out." ----

Rosser ReevesRosser Reeves

Advertising Crash Course

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