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" No agency is better than its account executives. "
Morris Hite
Executives
Agency
Than
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" Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has done as much for so many in so short a time. "
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" If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail. "
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" There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den. "
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" Advertising moves people toward goods; merchandising moves goods toward people. "
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" The ultimate test of a finished account executive is his ability to write a sound marketing plan. "
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Plan
Test
" If you have a good selling idea, your secretary can write your ad for you. "
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" It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'. "
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Tomorrow
Advertising
Purpose
" Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't. "
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Face-To-Face
Talk
Advertising
" The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value. "
Morris Hite
Important
Value
Way