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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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"She has been to the compound before. She remembered this hallway. She knows about the initiation process. My mother was Dauntless."
"Fortunately, I've also been an electrician, and that's a happy memory for me."
"I was assailed by memories of a life that wasn't mine anymore, but one in which I'd found the simplest and most lasting joys: the smells of summer, the part of town I loved, a certain evening sky, Marie's dresses and the way she laughed."
"Things come into your memory even when you don't want them to, that is because 'pratikraman dosh' is pending (mistake for which pratikraman was not done yet)."
"Few things are more deceptive than memories."
"It struck her how sad it was that all of them had grown up on top of one another like small animals in a too-small cage, and now would simply scatter. And that would be the end of that. Everything that had happened would be sucked away into memory and vapour, as though it hadn't even happened at all."
"Part of the function of memory is to forget; the omni-retentive mind will break down and produce at best an idiot savant who can recite a telephone book, and at worst a person to whom every grudge and slight is as yesterday's."
"Even if our loved ones have assured us that they will be busy at work, even if they told us they hated us for going traveling in the first place, even if they left us last June or died twelve and a half years ago, it is impossible not to experience a shiver of a sense that they may have come along anyway, just to surprise us and make us feel special (as someone must have done for us when we were small, if only occasionally, or we would never had the strength to make it this far)."
"But the windows of the house of Memory, and the windows of the house of Mercy, are not so easily closed as windows of glass and wood. They fly open unexpectedly; they rattle in the night; they must be nailed up. Mr. The Englishman had tried nailing them, but had not driven the nails quite home. So he passed but a disturbed evening and a worse night."
"He trailed through hallways, ducking under arms no longer there, excusing himself as he pressed through conversations long since ended."
Explore more quotes by Morris Hite
"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."
"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."
"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."
"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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