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"Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?"
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"Advertising is the 'wonder' in Wonder Bread."
"A good ad which is not run never produces sales."
"Nobody's profitable at this moment, because recession is on; advertising dollars are down, and expenses are way up. So that kind of belies the situation that you would expect, because the ratings are way up everywhere."
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
"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."
"If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising."
"The network and local TV angle of broadcast television has received a black eye for not properly debating within the news issues that should be debated, instead of shuffling them of to television advertising."
"We have always said that advertising is just the icing on the cake. It is not the cake."
"You can tell the ideals of a nation by its advertising."
Explore more quotes by Jef I. Richards
"If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless."
"Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers."
"I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything."
"The law requires a paper towel ad to be scrupulously honest, but allows political candidates to lie without reproach. What's wrong with this picture?"
"I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers."
"Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it."
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