Rosser Reeves Quotes

In marketing you must choose between boredom, shouting and seduction. Which do you want?

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

Everyone can benefit from seeing smart marketing.

In my experience, marketing is best when it proves the product it is supporting.

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

Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.

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

My background is that I've spent a lot of time marketing entertainment. One of the old saws in package goods is you can take something that is popular and you can make it more popular. But if you take something less popular, you can't automatically market it into the same success as something that's already popular.

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.

Advertising is a very fundamental need, so I don't think it's going to go away.

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.

I'm always aware of who my core audiences are and I serve that niche.

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.

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.

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.

We are pushing hard to find quality advertising clients.

Driving up the value of the advertising is a big commitment for Microsoft.

Marketing is too important to be left to the marketing department.

If you don't like an ad, why should anybody else?... We're all consumers... That's why I always create commercials for myself first of all. I am the consumer I know best. If I think it's a great commercial, I figure the rest of the people might think so, too. I haven't been wrong so far.

Marketing is designed to bring people into something.

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'.

When you invest in high-quality brands, it pays off with high-quality audiences and, ultimately, high-quality advertising rates.

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.

There is no such thing as a permanent advertising success.