There is no such thing as a permanent advertising success.
From Leo Burnett
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'.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Too many ads that try not to go over the reader's head end up beneath his notice.
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