Howard Gossage Quotes

Advertising is the principal reason why the business man has come to inherit the earth.

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 as the printed form of selling would seem... ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress.

There is no way for the American economic system to function without advertising. There is no other way to communicate enough information about enough products to enough people with enough speed.

Advertising may be described as the science of arresting the human intelligence long enough to get money from it.

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

The interesting thing about advertising is that the things that annoy us sometimes about it are really human. It's us looking at ourselves - and like all human endeavors it's imperfect.

Advertising is an environmental striptease for a world of abundance.

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.

Mass demand has been created almost entirely through the development of advertising.

Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

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

The most common trouble with advertising is that it tries too hard to impress people.

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.

Advertising is totally unnecessary. Unless you hope to make money.

Promise, large promise, is the soul of an advertisement.

You wouldn't want to be called a sell-out by selling a product. Selling out was frowned on, whereas now you can major in it at business school.

Advertising treats all products with the reverence and the seriousness due to sacraments.

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.

The time has come when advertising in some hands has reached the status of a science.

I want everybody in the news business to think of ABC before they go any place else. If it costs us an extra few thousand dollars to do that, what does it mean?

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 generally works to reinforce consumer trends rather than to initiate them.

I love commercials.

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