Leo Burnett Quotes

If your advertising goes unnoticed, everything else is academic.

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.

A good ad which is not run never produces sales.

With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are.

The more informative your advertising, the more persuasive it will be.

I always say to young people when they ask me how I work, I always say to them, the only time you've ever going to do something good is if you have a good client. And by good I mean all kinds of things.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

Advertising is like learning - a little is a dangerous thing. If a man has not the pluck to keep on advertising, all the money he has already spent is lost.

You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action.

Online advertising may not be much more successful than an old double-barrel, but - like a good spray of buckshot - it makes up for its lack of accuracy with sheer volume. There are 10 unique ads listed with every Gmail message in your queue, each tied to the message content. And a paying sponsor.

A lot of advertising has gotten worse. I think it's kind of lost its nerve, to be honest with you. I feel like the advertising of the '60s, they were nervier. You know why? Because there was less at stake.

There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.

Advertisements may be evaluated scientifically; they cannot be created scientifically.

Too many ads that try not to go over the reader's head end up beneath his notice.

Most advertisers spend millions upon millions of dollars to buy commercial time during the Super Bowl, and millions in creating eye-popping ads, hoping to create catchy, unforgettable commercials. Unfortunately, most Super Bowl commercials end up being unmemorable. Costly mistakes for brands and creative flameouts for advertising firms.

A good advertisement is one which sells the product without drawing attention to itself.

The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.

I'm sounding like an old fart talking about how bad advertising is today, but it's true. Advertising sucks. Guys like me and Bob Gage and certainly Bill Bernbach and two or three other guys, we exemplified and led the creative revolution.

Two common conceptions with regard to advertising which are held by a considerable number of people are that enormously large sums of money are expended for it, and that much of this expenditure is an economic waste.

I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

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.

The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.

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'.

There is no such thing as a permanent advertising success.