Phil Knight Quotes

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

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

Advertising doesn't create a product advantage. It can only convey it.

Great advertising is the expression of deep emotional sincerity.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.

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.

The way you communicate an idea is different than the way you communicate a product.

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

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

If your advertising goes unnoticed, everything else is academic.

What you say in advertising is more important than how you say it.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

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'.

Many a small thing has been made large by the right kind of advertising.

In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.

Great advertising triggers an emotion in you. It has purpose. It touches a nerve, and that provokes a reaction.

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Advertising is not a rifle; it is a shotgun, and any campaign featuring outdoor boards of a cartoon animal inevitably will catch children in its spray.

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.

No matter who you are or what kind of company or organization you work for, your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.