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The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply. |
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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 to give it memory value. |
The illogical man is what advertising is after. This is why advertising is so anti-rational; this is why it aims at uprooting not only the rationality of man but his common sense. |
The illogical man is what advertising is after. This is why advertising is so anti-rational; this is why it aims at uprooting not only the rationality of man but his common sense. |
The list of sins committed by advertising is limited only by the creativity of its critics. |
The more facts you tell, the more you sell. An advertisement's chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases. |
The most common trouble with advertising is that it tries too hard to impress people. |
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The privacy of public office, the publicity of private life |
The product that will not sell without advertising will not sell profitably with advertising. |
The real danger from advertising is that it helps to shatter and ultimately destroy our most precious non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man. |
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print. |
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print. |