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"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail."
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Exlpore more Creativity quotes
"No writer can be the 'Master of the Words' without loving them! Loving is the way for Mastering! No Love, no Master!"
"You've got to make an effort to get the details right, because even through someone picks it up and knows it's a novel, they know someone's made it up and they know it's not real, if you make a small mistake they will cease to imaginatively engage with the story."
"I decided to coin the term 'cosy crime noir' for Brighton Belle. That is 'cosy crime' for today's sensibilities because there is that slightly edgy element to it."
"What makes people tick? Life can be a trap of ennui, but imagery may be a redemptive escape from dullness. The iconic power and exuberance of images generate an inexorable addiction that needs to be gratified without respite. Here and now! ['Give me more images']"
"Authors always carry a means for scribbling and an excuse for pausing, often inopportunely, to record those fleeting sparks of creative fancy that might otherwise vanish like a wisp in the wind if ignored. Writing is a jealous and needy lover."
"Some people have a handful of ideas, but not enough time to realize them."
"I spent an hour looking at pots and carpets in the museums the other day, until the desire to describe them became like the desire for the lusts of the flesh."
"Do you know I get such a passion for reading sometimes its like the other passion -writing- only the wrong side of the carpet."
"Like" and "like" and "like"-but what is the thing that lies beneath the semblance of the thing?"
"As for my next book, I won't write it till it has grown heavy in my mind like a ripe pear; pendant, gravid, asking to be cut or it will fall."
Explore more quotes by Morris Hite
"It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'."
"There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den."
"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."
"Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has done as much for so many in so short a time."
"The ultimate test of a finished account executive is his ability to write a sound marketing plan."
"It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise."
"Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't."
"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail."
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