Quote of the Day
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
In the arts, the critic is the only independent source of information. The rest is advertising.
I warn you against believing that advertising is a science.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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.
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
Ninety-nine percent of advertising doesn't sell much of anything.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Never stop testing, and your advertising will never stop improving.
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. The enemies of advertising are the enemies of freedom.
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
Chess is as elaborate a waste of human intelligence as you can find outside an advertising agency.
It is advertising and the logic of consumerism that governs the depiction of reality in the mass media.
Advertising: the science of arresting the human intelligence long enough to get money from it.
I can not think of any circumstances in which advertising would not be an evil.
Arnold J. Toynbee
Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the customer, who believes she has been misled.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
The force of the advertising word and image dwarfs the power of other literature in the 20th century.
Daniel J. Boorstin
Neoclassical economics insists that advertising cannot force consumers to buy anything they don't already want to buy.
News represents another form of advertising, not liberal propaganda.
Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.
Marriage is a good deal like a circus: there is not as much in it as is represented in the advertising.
E. W. Howe
Advertising is the edge of what people know how to do and of human experience and it explains the latest ways progress has changed us to ourselves.
You know why Madison Avenue advertising has never done well in Harlem? We're the only ones who know what it means to be Brand X.
Nothing except the mint can make money without advertising.
Thomas B. Macaulay
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