Leo Burnett Quotes

We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

The object of advertising is to get people to feel better about the product you're selling.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

If it doesn't sell, it isn't creative.

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'.

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

The public don't know what they want; it's my job to tell them.

Advertising is a wonderful lubricant for business, if it's used properly.

Many billboards and magazine ads have resorted to showing isolated body parts rather than full-body portraits of models using or wearing products. This style of photography, known in the industry as abstract representation, allows the viewer to see himself in the advertisement, rather than the model.

Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop.

Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold.

Marketing is designed to bring people into something.

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 creates and changes this foundation of all popular action, public sentiment, or public opinion. It is the most potent influence in adopting and changing the habits and modes of life, affecting what we eat, what we wear, and the work and play of the whole Nation. Formerly it was an axiom that competition was the life of trade. Under the methods of the present day it would seem to be more appropriate to say that advertising is the life of trade.

Advertising is so touchy-feely. You have to speak to the psyche of the people. I'm not very good at that.

You can't believe your own marketing.

Advertising decisions are based on what's best for MyPillow, my employees and my customers.

You have to make people feel things. I think that's what commercials are, from a commercial for a car, a phone or anything that might be, they want to do it. The first iPhone was sold by how exciting it was to hold pictures of your family, not how great a phone it was.

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

Advertising is a nebulous beast at the best of times.

I get people today who say, 'I first heard about you through the Stevie Wonder commercial.' The power of advertising in that way is incredible.

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging seek to fulfill, the more coercive the force.