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"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."
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"It scares me how hard it is to remember life before you. I can't even make the comparisons anymore, because my memories of that time have all the depth of a photograph. It seems foolish to play games of better and worse. It's simply a matter of is and is no longer."
"No doubt I would have felt reverent in less lovely places, because I imagined a past I connected to myself."
"'Tis the last rose of summer Left blooming alone; All her lovely companions Are faded and gone."
"...many a trip continues long after movement in time and space have ceased. I remember a man in Salinas who in his middle years traveled to Honolulu and back, and that journey continued for the rest of his life. We could watch him in his rocking chair on his front porch, his eyes squinted, half-closed, endlessly traveling to Honolulu."
"If I never see you again I will always carry youinsideoutsideon my fingertipsand at brain edgesand in centerscentersof what I am ofwhat remains."
"Taking a sip of the hot chocolate he'd made her, she met his gaze, those eerie eyes of endless black impenetrable, unreadable. "Max?" "Yes?""Will you remember me?"His heart broke into a thousand pieces. "Always."
"Thinking too much about the future, especially in terms of wants and desires, constricts us. First of all, it does little, if anything to achieve goals. Secondly, consider, that what you think you may want tomorrow may not actually be what you want tomorrow. You are ever-changing and constantly evolving. It's OK to want better for the future, but don't expect for the future. Just as introspection is very challenging, so is knowing what is in fact good or best for us and the path there. We may think we need to do things one way, when in fact, we may need to do them in a completely different way."
Explore more quotes by Morris Hite
"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."
"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."
"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."
"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."
"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'."
"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."
"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."
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