Leo Burnett Quotes About Advertising
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If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
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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'.
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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.
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
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Good advertising is a happy wedding of words and pictures, not a contest between them.
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Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
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There is no such thing as a permanent advertising success.
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Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
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A good ad which is not run never produces sales.
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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.
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Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
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I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
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Don’t tell me how good you make it; tell me how good it makes me when I use it.
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
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I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
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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.'
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Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
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The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
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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.
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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.
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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.
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Plan the sale when you plan the ad
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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.
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