Roy H. Williams Quotes

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

If there are signs that Americans bow to the gods of advertising, there are equally indications that people find the gods ridiculous. It is part of the popular culture that advertisements are silly.

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

Sound an alarm! Advertising, not deals, builds brands.

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.

Studies indicate that these children are more susceptible to advertising and even less likely to understand the purpose of this advertising.

The susceptibility of the average modern to pictorial suggestion enables advertising to exploit his lessened power of judgment.

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

To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.'

I view advertising as being this romanticizing element that helps us appreciate, understand and enjoy how remarkable it is that we've been able to do so much, and learn so much. I view it as really vital, even though sometimes it can be really annoying.

Ads sway kids' preferences. Star athletes spokespeople sway kids' preference.

A company like Nike can convince people to buy Air Jordans even though they never saw Michael Jordan play.

We wanted people to remember the name as soon as they heard it. When people become so accustomed to the Wii name, nobody is going to say it's a strange name, just like nobody is going to say that Google is a strange name or IKEA is a strange name today.

You can understand so much about how consumers perceive a brand by analyzing their spontaneous, subconscious responses.

People internalise marketing.

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

In marketing, the familiar is everything.

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

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

During the Second War, the U.S.O. sent special issues of the principal American magazines to the Armed Forces, with the ads omitted. The men insisted on having the ads back again. Naturally. The ads are by far the best part of any magazine or newspaper. More pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. Ads are news. What is wrong with them is that they are always good news.

I went to school for marketing and advertising, so I have a special interest in good and funny commercials and why they work and why they're funny - which is one of the reasons I, like many people, like watching the Super Bowl, besides the game.

I was always curious why certain marketing worked and some marketing did not.

Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.

The power of branding, particularly when it comes to automobiles, is overwhelming. You go back to the seventies and eighties with the General Motor situation I was describing? Literally, folks, the Camaro and Firebird were identical cars but you'd so have the Firebird buyers, the Pontiacs, "No way I'm I buying that Camaro!" " It's the same car." "Nooooo, it is not. That is a Chevy and mine is a Pontiac."

I suppose that one of the psychological principles of advertising is to so hammer the name of your product into the mind of the timid buyer that when he is confronted with a brusk demand for an order he can't think of anything else to say, whether he wants it or not.