Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
From David Ogilvy
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Advertising is only evil when it advertises evil things.
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.
Advertising reflects the mores of society, but it does not influence them.
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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