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'.
It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
One Ad is worth more to a paper than forty Editorials.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.
I regard a great ad as the most beautiful thing in the world.
They know they got the TV ad, they know they got the name recognition, they know that they can do a tie in with McDonald's or some fast food outlet and the money is just gonna flow in.
Were I more conversant with literature and its great names, I could go on quoting them ad infinitum and acknowledge my debt for the merit you have been generous enough to find in my work.
A good ad which is not run never produces sales.
Today it is not the classroom nor the classics which are the repositories of models of eloquence, but the ad agencies.
A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.
Properly practiced creativity can make one ad do the work of ten.
There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time.
Jef I. Richards
Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.
You get to a point where the factual adjudication doesn't matter because there are all these other outlets that are far less responsible, all talking about the ad, some of which have a political reason for promoting it.
I've learned any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.
Daniel J. Boorstin
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
If you have a good selling idea, your secretary can write your ad for you.
When I found this opportunity to answer the ad, I got the job and I've been there ever since.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.