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"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."
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"Advertising is legalized lying."
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Personal Development
"Advertising treats all products with the reverence and the seriousness due to sacraments."
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Personal Development
"Advertising is the rattling of a stick inside a swill bucket."
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Personal Development
"Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy."
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Personal Development
"Religious advertising is undergoing a dramatic conversion."
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Personal Development
"You can tell the ideals of a nation by its advertising."
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Personal Development
"An enormous amount of direct advertising from pharmaceutical companies are offering a kind of instantaneous solution to problems."
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Personal Development
"If we listen human instinct actually tells us what we need, but advertising makes us want things we don't need and things we can't have."
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Personal Development
"Too many ads that try not to go over the reader's head end up beneath his notice."
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Personal Development
"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."
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Personal Development
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"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."
Creativity
"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."
People
"I do not regard advertising as entertainment or an art form, but as a medium of information."
Art
"Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine."
People
"The advertisers who believe in the selling power of jingles have never had to sell anything."
Power
"The best ideas come as jokes. Make your thinking as funny as possible."
Fun
"It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye."
Criticism
"There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs."
Man
"I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular."
People
"I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes."
Advertising
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