Pastoral Resources

In advertising not to be different is virtually suicidal.

If your advertising goes unnoticed, everything else is academic.

I warn you against believing that advertising is a science.

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.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising doesn't create a product advantage. It can only convey it.

In my opinion, fun is what makes advertising successful.

The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.

It is the growth of advertising in this country which, more than any single element, has brought the American magazine to its present enviable position in points of literary, illustrative and mechanical excellence.

The force of the advertising word and image dwarfs the power of other literature in the 20th century.

It is not unprofessional to give free legal advice, but advertising that the first visit will be free is a bit like a fox telling chickens he will not bite them until they cross the threshold of the hen house.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

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.

There is no such thing as a permanent advertising success.

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

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.

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.