Notable quotes about advertising: Difference between revisions

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== The economic imperative of visibility ==
== The economic imperative of visibility ==


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| image = henry-ford.jpg
| image = steuart-henderson-britt.jpg
| {{Quote
| {{Quote
| text = Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.<ref>{{cite web |title=Stewart Henderson Britt |website=Oxford Reference |url=https://www.oxfordreference.com/display/10.1093/acref/9780191826719.001.0001/q-oro-ed4-00017262 |access-date=2025-12-21}}</ref>
| text = Stopping advertising to save money is like stopping your watch to save time.<ref>{{cite web |title=Assistant Attorney General Makan Delrahim Delivers Remarks at the Antitrust Division's Public Workshop on Competition in Television and Digital Advertising |url=https://www.justice.gov/archives/opa/speech/assistant-attorney-general-makan-delrahim-delivers-remarks-antitrust-divisions-public |website=Office of Public Affairs |publisher=United States Department of Justice |date=May 2, 2019 |access-date=21 December 2025 |author=Makan Delrahim}}</ref>
| author = {{Henry Ford/attribution}}
| author = {{Steuart Henderson Britt/attribution}}
}}
}}
}}
}}

{{Insert quote panel | image = steuart-henderson-britt.jpg | {{Quote | text = Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.<ref>{{cite book |last=Britt |first=Steuart Henderson |last2=Boyd |first2=Harper W. |title=Marketing Management and Administrative Action |edition=4th |publisher=McGraw-Hill |location=New York |date=1978 |isbn=9780070079236}}</ref> | author = {{Steuart Henderson Britt/attribution}} }} }}


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| image = bruce-barton.jpg
| image = bruce-barton.jpg
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| {{Quote
| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=2009 2nd Quarter and First Six Months Internet Advertising Revenue Report |url=https://www.iab.com/wp-content/uploads/2015/05/2009-Midyear-RevenueReport_IABMaster_FINAL.pdf |website=Interactive Advertising Bureau |publisher=Interactive Advertising Bureau |date=2009 |access-date=21 December 2025}}</ref>
| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=The Bruce Barton Letter |publisher=SOFII |date=1925 |url=https://sofii.org/case-study/the-bruce-barton-letter-the-classic-long-copy-letter-from-1925-that-pulled-a-100-per-cent-response |access-date=2025-12-21}}</ref>
| author = {{Bruce Barton/attribution}}
| author = {{Bruce Barton/attribution}}
}}
}}
}}
}}


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| image = jef-i-richards.jpg
| {{Quote
| text = Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'<ref>{{cite news |title=My culture: APAC creatives on their wellsprings of inspiration |url=https://www.campaignasia.com/article/my-culture-apac-creatives-on-their-wellsprings-of-inspiration/452349 |work=Campaign Asia |date=18 June 2019 |access-date=21 December 2025}}</ref>
| author = {{Jef I. Richards/attribution}}
}}
}}



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== The strategic art of persuasion ==
== The strategic art of persuasion ==

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| image = william-bernbach.jpg
| {{Quote
| text = Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.<ref>{{cite news |title=The Creative Revolutionist |url=https://www.nytimes.com/1982/10/03/obituaries/william-bernbach-is-dead-at-71.html |work=The New York Times |date=October 3, 1982 |access-date=December 19, 2025}}</ref>
| author = {{William Bernbach/attribution}}
}}
}}


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| image = david-ogilvy.jpg
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| text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
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| image = leo-burnett.jpg
| image = leo-burnett.jpg
| {{Quote
| {{Quote
| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite web |title=The Leo Burnett Story |url=https://leoburnett.com/about |publisher=Leo Burnett Worldwide |access-date=December 19, 2025}}</ref>
| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite book |title=100 LEO's: Wit and Wisdom from Leo Burnett |publisher=NTC Business Press |year=1995 |page=47}}</ref>
| author = {{Leo Burnett/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}

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| text = The best ideas come as jokes. Make your thinking as funny as possible.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = {{David Ogilvy/attribution}}
}}
}}

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| image = lee-clow.jpg
| {{Quote
| text = An ad should be an appetizer, not a buffet.<ref>{{cite web |title=The Creative Mind of Lee Clow |url=https://www.fastcompany.com/1670642/the-creative-mind-of-lee-clow |website=Fast Company |access-date=2025-12-19 |date=2012-08-28 |author=Fast Company Staff}}</ref>
| author = {{Lee Clow/attribution}}
}}
}}
}}
}}
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| image = leo-burnett.jpg
| image = leo-burnett.jpg
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| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Kufrin |first=Joan |title=Leo Burnett: Star Reacher |year=1995 |publisher=Leo Burnett Company, Inc. |page=54}}</ref>
| author = {{Leo Burnett/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}
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| image = david-ogilvy.jpg
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| text = People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |year=1983 |publisher=Crown Publishers}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
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| image = howard-gossage.jpg
| image = howard-gossage.jpg
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| {{Quote
| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard |title=The Book of Gossage |publisher=Copy Workshop |date=1995}}</ref>
| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard Luck |title=The Book of Gossage |year=1995 |publisher=Copy Workshop}}</ref>
| author = {{Howard Gossage/attribution}}
| author = {{Howard Gossage/attribution}}
}}
}}
}}
}}


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| text = Good advertising does not just circulate information. It penetrates the public mind with desires and belief.<ref>{{cite book |last=Burnett |first=Leo |title=Communications of an Advertising Man |publisher=Privately printed |date=1961}}</ref>
| author = {{Leo Burnett/attribution}}
}}
}}


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== The psychology of audience engagement ==
== The psychology of audience engagement ==


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| image = seth-godin.jpg
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| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=Tribes: We Need You to Lead Us |publisher=Portfolio/Penguin |date=2008}}</ref>
| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World |year=2005 |publisher=Portfolio}}</ref>
| author = {{Seth Godin/attribution}}
| author = {{Seth Godin/attribution}}
}}
}}
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| image = david-ogilvy.jpg
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| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}

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| text = Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be dismissed.<ref>{{cite book |last=Fallon |first=Ivan |title=The Brothers: The Rise and Rise of Saatchi & Saatchi |publisher=Hutchinson |date=1988}}</ref>
| author = {{Maurice Saatchi/attribution}}
}}
}}

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| text = Nobody who bought a drill actually wanted a drill. They wanted a hole.<ref>{{cite book |last=Marshall |first=Perry |title=80/20 Sales and Marketing |publisher=Entrepreneur Press |date=2013}}</ref>
| author = {{Perry Marshall/attribution}}
}}
}}

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| text = I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.<ref>{{cite book |last=Burnett |first=Leo |title=100 LEO'S: 100 Years of Leo Burnett |publisher=Leo Burnett Worldwide |date=2012}}</ref>
| author = {{Leo Burnett/attribution}}
}}
}}
}}
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| image = jan-koum.jpg
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| text = No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.<ref>{{cite web |title=Why we don't sell ads |url=https://blog.whatsapp.com/why-we-dont-sell-ads |website=WhatsApp Blog |publisher=WhatsApp Inc. |access-date=2025-12-19 |date=2012-06-18 |author=Koum, Jan}}</ref>
| text = No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.<ref>{{cite news |title=The CEO of WhatsApp Hates Advertising |url=https://www.businessinsider.com/the-ceo-of-whatsapp-hates-advertising-2014-2 |work=Business Insider |date=20 February 2014 |access-date=24 December 2025 |author=Jay Yarow}}</ref>
| author = {{Jan Koum/attribution}}
| author = {{Jan Koum/attribution}}
}}
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| image = david-ogilvy.jpg
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| text = If it doesn't sell, it isn't creative.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |publisher=Crown Publishers |date=1983}}</ref>
| text = If it doesn't sell, it isn't creative.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |year=1983 |publisher=Crown Publishers}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
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| text = Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.<ref>{{cite book |last=Will |first=George F. |title=The Morning After |publisher=Free Press |date=1986}}</ref>
| text = Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.<ref>{{cite news |last=Will |first=George F. |title=The Madison Legacy |newspaper=The Washington Post |date=1981-12-07}}</ref>
| author = {{George Will/attribution}}
| author = {{George Will/attribution}}
}}
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| image = david-ogilvy.jpg
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| text = Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
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| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |publisher=Portfolio |date=2011}}</ref>
| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |year=2011 |publisher=Portfolio}}</ref>
| author = {{Stephen Denny/attribution}}
| author = {{Stephen Denny/attribution}}
}}
}}
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== Ethics, testing, and professional rigor ==
== Ethics, testing, and professional rigor ==


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| image = john-caples.jpg
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| text = Every single element in an advertisement must be put there because testing has shown that it works best!<ref>{{cite book |last=Caples |first=John |title=Tested Advertising Methods |publisher=Prentice Hall |date=1997}}</ref>
| text = Every single element in an advertisement must be put there because testing has shown that it works best!<ref>{{cite book |last=Caples |first=John |title=Tested Advertising Methods |edition=5th |year=1997 |publisher=Prentice Hall |page=Chapter 2}}</ref>
| author = {{John Caples/attribution}}
| author = {{John Caples/attribution}}
}}
}}

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| text = It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = {{David Ogilvy/attribution}}
}}
}}
}}
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| text = Dishonesty in advertising has proved very unprofitable.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
| text = Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.<ref>{{cite web |title=Q&A with Leo Burnett Strategy Head Joy Santos |publisher=Josiah Go |url=https://josiahgo.com/qa-with-leo-burnett-strategy-head-joy-santos/ |access-date=2025-12-21}}</ref>
| author = {{Leo Burnett/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}

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| text = Advertising brings in the customers, but it is your job to keep them buying from you.<ref>{{cite book |last=Holmes |first=Chet |title=The Ultimate Sales Machine |publisher=Portfolio |date=2007}}</ref>
| author = {{Chet Holmes/attribution}}
}}
}}
}}
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| image = david-ogilvy.jpg
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| text = 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.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = 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.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
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| image = jerry-della-femina.jpg
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| text = 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.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor |publisher=Simon & Schuster |date=1970}}</ref>
| text = 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.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War |year=1970 |publisher=Simon & Schuster}}</ref>
| author = {{Jerry Della Femina/attribution}}
| author = {{Jerry Della Femina/attribution}}
}}
}}

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| text = I've never found a client's business problem that could be solved solely through advertising.<ref>{{cite web |title=Art & Copy (2009) Documentary Quotes |url=https://www.imdb.com/title/tt1341071/ |website=IMDb |access-date=2025-12-19 |date=2009 |author=Pray, Doug}}</ref>
| author = {{Lee Clow/attribution}}
}}
}}

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| text = In advertising, not to be different is virtually suicidal.<ref>{{cite book |last=Bernbach |first=Bill |title=Bill Bernbach Said... |publisher=DDB Needham Worldwide |date=1987}}</ref>
| author = {{William Bernbach/attribution}}
}}
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| text = The best advertising is done by satisfied customers.<ref>{{cite book |last=Kotler |first=Philip |title=Marketing Management: Millennium Edition |publisher=Prentice Hall |date=1999}}</ref>
| text = The best advertising is done by satisfied customers.<ref>{{cite book |last=Kotler |first=Philip |title=Marketing Management |edition=15th |year=2016 |publisher=Pearson}}</ref>
| author = {{Philip Kotler/attribution}}
| author = {{Philip Kotler/attribution}}
}}
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| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite book |last=Smith |first=Mari |title=The New Relationship Marketing |publisher=Wiley |date=2011}}</ref>
| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite web |last=Smith |first=Mari |title=We Long to Belong – Why Community is the Last Great Marketing Strategy |publisher=BG5 Business |url=https://bg5business.com/we-long-to-belong-why-community-is-the-last-great-marketing-strategy/ |access-date=2025-12-21}}</ref>
| author = {{Mari Smith/attribution}}
| author = {{Mari Smith/attribution}}
}}
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| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>
| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite web |title=Building A Brand Campaign For Success: What Marketing Pros Should Know |publisher=Forbes Communications Council |date=2023-10-13 |url=https://www.forbes.com/councils/forbescommunicationscouncil/2023/10/13/building-a-brand-campaign-for-success-what-marketing-pros-should-know/ |access-date=2025-12-21}}</ref>
| author = {{Scott Cook/attribution}}
| author = {{Scott Cook/attribution}}
}}
}}
}}
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| text = The secret to marketing success is no secret at all: Word of mouth is all that matters.<ref>{{cite web |title=Word of mouth is all that matters |url=https://seths.blog/2003/01/word_of_mouth_i/ |website=Seth's Blog |publisher=Seth Godin |access-date=December 19, 2025 |date=January 29, 2003 |author=Seth Godin}}</ref>
| author = {{Seth Godin/attribution}}
}}
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| text = There is no advertisement as powerful as a positive reputation traveling fast.<ref>{{cite book |last=Koslow |first=Brian |title=365 Ways to Market Your Business |publisher=Dutton |date=1998}}</ref>
| author = {{Brian Koslow/attribution}}
}}
}}
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Latest revision as of 14:09, 25 December 2025

Advertising is the definitive engine of commercial visibility, functioning as the vital communication link between enterprise and consumer. More than mere promotion, effective advertising requires a sophisticated balance of creative rigor and strategic intent to penetrate the public consciousness. This resource organizes the fundamental philosophies of advertising into a coherent framework, tracing its trajectory from a basic economic necessity to a high-art form of persuasion and reputation management.

~*~

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The economic imperative of visibility

Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.[1]

— {{safesubst:#invoke:Separated entries|comma}}

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In good times people want to advertise; in bad times they have to.[2]

— {{safesubst:#invoke:Separated entries|comma}}

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~*~

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The strategic art of persuasion

A good advertisement is one which sells the product without drawing attention to itself.[3]

— {{safesubst:#invoke:Separated entries|comma}}

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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.[4]

— {{safesubst:#invoke:Separated entries|comma}}

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Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.[5]

— {{safesubst:#invoke:Separated entries|comma}}

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People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.[6]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

Nobody reads ads. People read what interests them. Sometimes, it's an ad.[7]

— {{safesubst:#invoke:Separated entries|comma}}

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~*~

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The psychology of audience engagement

Marketing is no longer about the stuff that you make, but about the stories you tell.[8]

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Tell the truth, but make the truth fascinating.[9]

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No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.[10]

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If it doesn't sell, it isn't creative.[11]

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Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.[12]

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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.[13]

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If dogs don't like your dog food, the packaging doesn't matter.[14]

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Ethics, testing, and professional rigor

Every single element in an advertisement must be put there because testing has shown that it works best![15]

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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.[16]

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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.[17]

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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.[18]

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The best advertising is done by satisfied customers.[19]

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Content is king, but engagement is queen, and the lady rules the house![20]

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A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.[21]

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References

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  4. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  5. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  6. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  7. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  8. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  9. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  10. ↑ {{#invoke:citation/CS1|citation |CitationClass=news }}
  11. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  12. ↑ {{#invoke:citation/CS1|citation |CitationClass=news }}
  13. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  14. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  15. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  16. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}
  17. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  18. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  19. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  20. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}
  21. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}

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