Angeline

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AngelinesAdvertising Crash Course
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"Advertising is of the very essence of democracy.
An election goes on every minute of across the
counters of hundreds of thousands of stores,
where customers state their preferences and
determine which manufacturer and which product
shall be the leader today, and which shall lead
tomorrow." -- Bruce Barton
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"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." -- Morris Hite
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"Great designers seldom make great advertising
men, because they get overcome by the beauty of
the picture - and forget that merchandise must be
sold." -- James Randolph Adams
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"If you don't get noticed, you don't have
anything. You just have to be noticed, but the
art is in getting noticed naturally, without
screaming or without tricks." -- Leo Burnett
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You have only 30 seconds. If you grab
attention in the first frame with a visual
surprise, you stand a better chance of holding
the viewer. When you advertise fire-extinguishers,
open with the fire." -- David Ogilvy
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"The greatest thing to be achieved in
advertising, in my opinion, is believability, and
nothing is more believable than the product
itself." -- Leo Burnett
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"The first thing one must do to succeed
in advertising is to have the attention of the
reader. That means to be interesting. The next
thing is to stick to the truth, and that means
rectifying whatever's wrong in the merchant's
business. If the truth isn't tellable, fix it so
it is. That is about all there is to it." -- John
E. Powers
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"A good basic selling idea, involvement
and relevancy are as important as ever, but in
the advertising of today, unless you make
yourself noticed and believed, you ain't got
nothin'." -- Leo Burnett
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"What helps people, helps business." --
Leo Burnett
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"Advertising doesn't create a product
advantage. It can only convey it." -- William
Bernbach
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"The truth isn't the truth until people
believe you, and they can't believe you if they
don't know what you're saying, and they can't
know what you're saying if they don't listen to
you, and they won't listen to you if you're not
interesting, and you won't be interesting unless
you say things imaginatively, originally,
freshly." -- William Bernbach
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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." --
Morris Hite
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It takes more than capital to swing
business. You've got to have the A. I. D. degree
to get by -- Advertising, Initiative, and
Dynamics. -- Ren Mulford Jr.
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When the product is right, you don't have
to be a great marketer. -- Lee Iacocca
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"It is insight into human nature that
is the key to the communicator's skill. For
whereas the writer is concerned with what he puts
into his writings, the communicator is concerned
with what the reader gets out of it. He therefore
becomes a student of how people read or listen."
-- William Bernbach
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"Make it simple. Make it memorable. Make
it inviting to look at. Make it fun to read." --
Leo Burnett
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"Advertising says to people, 'Here's what
we've got. Here's what it will do for you. Here's
how to get it.'" -- Leo Burnett
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"If you can't turn yourself into your
customer, you probably shouldn't be in the ad
writing business at all." -- Leo Burnett
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"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." -- William Bernbach
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"To establish a favorable and
well-defined brand personality with the consumer
the advertiser must be consistent. You can't use
a comic approach today and a scientist in a white
jacket tomorrow without diffusing and damaging
your brand personality." -- Morris Hite.
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"What really decides consumers to buy or
not to buy is the content of your advertising,
not its form." -- David Ogilvy
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"The headline is the 'ticket on the
meat.' Use it to flag down readers who are
prospects for the kind of product you are
advertising." -- David Ogilvy
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"On the average, five times as many
people read the headline as read the body copy.
When you have written your headline, you have
spent eighty cents out of your dollar." -- David
Ogilvy
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"I have a theory that the best ads come
from personal experience. Some of the good ones I
have done have really come out of the real
experience of my life, and somehow this has come
over as true and valid and persuasive." -- David
Ogilvy
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"If you are writing about baloney, don't
try to make it Cornish hen, because that is the
worst kind of baloney there is. Just make it
darned good baloney." -- Leo Burnett
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"I have always believed that writing
advertisements is the second most profitable form
of writing. The first, of course, is ransom notes
. . . ." -- Philip Dusenberry
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"I think central to good writing of
advertising, or anything else, is a person who
has developed an understanding of people, an
insight into them, a sympathy toward them. I
think that that develops more sharply when the
writer has not had an easy adjustment to living.
So that they have themselves felt the need for
understanding, the need for sympathy, and can
therefore see that need in other people." --
George Gribbin
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"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." -- David Ogilvy
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"You must make the product interesting,
not just make the ad different. And that's what
too many of the copywriters in the U.S. today
don't yet understand." -- Rosser Reeves
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"The mystery of writing advertisements
consists mainly in saying in a few plain words
exactly what it is desired to say, precisely as
it would be written in a letter or told to an
acquaintance." -- George P. Rowell
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"Properly practiced creativity can make
one ad do the work of ten." -- William Bernbach
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"Properly practiced creativity MUST
result in greater sales more economically
achieved. Properly practiced creativity can lift
your claims out of the swamp of sameness and make
them accepted, believed, persuasive, urgent." --
William Bernbach
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"In advertising not to be different is
virtually suicidal." -- William Bernbach
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"The secret of all effective originality
in advertising is not the creation of new and
tricky words and pictures, but one of putting
familiar words and pictures into new
relationships." -- Leo Burnett
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"There is a great deal of advertising
that is much better than the product. When that
happens, all that the good advertising will do is
put you out of business faster." -- Jerry Della
Famina
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"Contrary to what self-appointed
protectors of the consumer so loudly proclaim,
advertising does not cause people to buy bad
products. Nothing will put a bad product out of
business faster than a good advertising campaign.
Advertising causes people to try a product once,
but poor quality eliminates any possibility of a
repeat purpose." -- Morris Hite
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"Many a small thing has been made large
by the right kind of advertising." -- Mark Twain
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"General advertising is Cyrano. He comes
under your window and sings people get used to
it and ignore it. But if Roxane responds, there's
a relationship. We move the brand relationship up
a notch. Advertising becomes a dialogue that
becomes an invitation to a relationship." --
Lester Wunderman
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"You can say the right thing about a
product and nobody will listen. You've got to say
it in such a way that people will feel it in
their gut. Because if they don't feel it, nothing
will happen." -- William Bernbach
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"The spectator-buyer is meant to envy
herself as she will become if she buys the
product. She is meant to imagine herself
transformed by the product into an object of envy
for others, an envy which will then justify her
loving herself. One could put this another way
the publicity image steals her love of herself as
she is, and offers it back to her for the price
of the product." -- John Berger
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"We grew up founding our dreams on the
infinite promise of American advertising. I still
believe that one can learn to play the piano by
mail and that mud will give you a perfect
complexion." -- Zelda Fitzgerald
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"Fun without sell gets nowhere but sell
without fun tends to become obnoxious." -- Leo
Burnett
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"There is no such thing as a permanent
advertising success." -- Leo Burnett
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"No matter how skillful you are, you
can't invent a product advantage that doesn't
exist. And if you do, and it's just a gimmick,
it's going to fall apart anyway." -- William
Bernbach
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"Regardless of the moral issue,
dishonesty in advertising has proved very
unprofitable." -- Leo Burnett
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"Never write an advertisement which
you wouldn't want your own family to read. You
wouldn't tell lies to your own wife. Don't tell
them to mine. Do as you would be done by. If you
tell lies about a product, you will be found out
- either by the Government, which will prosecute
you, or by the consumer, who will punish you by
not buying your product a second time. Good
products can be sold by honest advertising. If
you don't think the product is good, you have no
business to be advertising it." -- David Ogilvy
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"Lying and cheating in advertising, in
the long run, are commercial suicide. Dishonesty
in advertising destroys not only confidence in
advertising, but also in the medium which carries
the dishonest advertisement. . . . No one can be
ill in a community without endangering others no
advertiser can be dishonest without casting
suspicion upon others." -- Daniel Starch
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"You now have to decide what 'image' you
want for your brand. Image means personality.
Products, like people, have personalities, and
they can make or break them in the market place."
-- David Ogilvy
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"Every advertisement should be thought
of as a contribution to the complex symbol which
is the brand image." -- David Ogilvy
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"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." -- David Ogilvy
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"Buy me and you will overcome the
anxieties I have just reminded you of." --
Michael Schudson
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"Next to Christianity, advertising is the
greatest force in the world. And I say that
without sacrilege or disrespect. Advertising
makes people discontented. It makes them want
things they don't have. Without discontent, there
is no progress, no achievement." -- Ray Locke
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"When executing advertising, it's best to
think of yourself as an uninvited guest in the
living room of a prospect who has the magical
power to make you disappear instantly." -- John
O'Toole
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"Anyone who thinks that people can be
fooled or pushed around has an inaccurate and
pretty low estimate of people - and he won't do
very well in advertising." -- Leo Burnett
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"Can advertising foist an inferior
product on the consumer? Bitter experience has
taught me that it cannot. On those rare occasions
when I have advertised products which consumer
tests have found inferior to other products in
the same field, the results have been
disastrous." -- David Ogilvy
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"Advertising is criticized on the
ground that it can manipulate consumers to follow
the will of the advertiser. The weight of
evidence denies this ability. Instead, evidence
supports the position that advertising, to be
successful, must understand or anticipate basic
human needs and wants and interpret available
goods and services in terms of their
want-satisfying abilities. This is the very
opposite of manipulation." -- Charles H. Sandage
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"The more informative your advertising,
the more persuasive it will be." -- David Ogilvy
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"In American business today, with so
many good companies offering bewilderingly
similar products, advertising has become perhaps
the critical factor in the consumer's decision of
which one of those products to buy. The
environment is not so much one of innovation as
it is one of marketing - which means the adman,
more than ever, has become its superstar." --
Skip Hollandsworth
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"Advertising practitioners are
interpreters. But unlike foreign language
interpreters, ad people must constantly learn new
languages. They must understand the language of
each new product, and speak the language of each
new target audience." -- Jeff I. Richards
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"Advertisers are the interpreters of our
dreams - Joseph interpreting for Pharoah. Like
the movies, they infect the routine futility of
our days with purposeful adventure. Their weapons
are our weaknesses fear, ambition, illness,
pride, selfishness, desire, ignorance. And these
weapons must be kept as bright as a sword." --
E.G. White
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"A great ad campaign will make a bad
product fail faster. It will get more people to
know it's bad." -- William Bernbach
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"There's no secret formula for
advertising success, other than to learn
everything you can about the product. Most
products have some unique characteristic, and the
really great advertising comes right out of the
product and says something about the product that
no one else can say. Or at least no one else is
saying." -- Morris Hite
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"The best ad is a good product." -- Alan
H. Meyer
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"The sole purpose of business is service.
The sole purpose of advertising is explaining the
service which business renders." -- Leo Burnett
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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." -- David Ogilvy
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"Ninety-nine percent of advertising doesn't
sell much of anything." -- David Ogilvy
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"Yes, I sell people things they don't need. I
can't, however, sell them something they don't
want. Even with advertising. Even if I were of a
mind to." -- John O'Toole
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"Techniques of art, layout,
typography, radio and television productions and
fine writing are important. Nevertheless, they
are secondary to the basic selling proposition
around which the ad or commercial is built. 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 or listener say, 'I believe I'll buy one
when I'm shopping tomorrow,' or 'I wonder if Joe
could get one for me wholesale? The place to
start in advertising is the basic selling appeal.
An appeal that fulfills some existing need in the
prospect's mind, an appeal that can be readily
understood and believed." -- Morris Hite
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"A good ad should be like a good sermon
It must not only comfort the afflicted, it also
must afflict the comfortable." -- Bernice
Fitz-Gibbon
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"There is no need for advertisements to
look like advertisements. If you make them look
like editorial pages, you will attract about 50
per cent more readers." -- David Ogilvy
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"There is no such thing as a Mass Mind.
The Mass Audience is made up of individuals, and
good advertising is written always from one
person to another. When it is aimed at millions
it rarely moves anyone." -- Fairfax Cone
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"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." -- Morris Hite
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"For marketers . . . the mass media are
no longer the sole choice. Traditional media
retain an important advantage the 'rub-off'
credibility that accrues from being part of a
broadcast or publication invited into the home.
But for many marketers, media advertising is a
shotgun. The new technologies provide rifles,
which can target prime prospects." -- Stanley E.
Cohen
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"Doing business without advertising is
like winking at a girl in the dark. You know what
you are doing, but nobody else does." -- Steuart
Henderson Britt
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"Good advertising does not just circulate
information. It penetrates the public mind with
desires and belief." -- Leo Burnett
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"The philosophy behind much advertising
is based on the old observation that every man is
really two men - the man he is and the man he
wants to be." -- William Feather
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"The business of the advertiser or the
seller is not to create fundamentally new
desires. That is not necessary and really cannot
be done. Man already has certain desires present
from birth, which are a part of his fundamental
make-up. All that a seller can do is to direct
these desires in certain directions, or stimulate
them to action, or show by what new ways an old
desire may be satisfied." -- Daniel Starch
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"I know half the money I spend on
advertising is wasted, but I can never find out
which half" -- John Wanamaker
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"The faults of advertising are only
those common to all human institutions. If
advertising speaks to a thousand in order to
influence one, so does the church. And if it
encourages people to live beyond their means, so
does matrimony. Good times, bad times, there will
always be advertising. In good times, people want
to advertise in bad times they have to." --
Bruce Barton
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"Unless a product becomes outmoded, a
great campaign will not wear itself out." --
Rosser Reeves