Advertising is only evil when it advertises evil things.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
Never stop testing, and your advertising will never stop improving.
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
A good advertisement is one which sells the product without drawing attention to itself.
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.
I do not regard advertising as entertainment or an art form, but as a medium of information.
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