Fairfax Cone Quotes

Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.

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.

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

In advertising, sex sells. But only if you're selling sex.

Facebook has stitched together your social graph. The idea of an interest graph is to bring together everyone that has shared interests. If I can isolate the people who are into mountain biking in Marin, in one place, the ability to put ads against that is really high.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

Drama or comedy programming is still the surest way for advertisers to reach a mass audience. Once that changes, all bets are off.

I think daily deals are a good idea. Any ad people view as content is a good ad, and that's true for daily-deal ads too.

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

Claude Hopkins.. maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock.

Steampunk appeals to the idea of uniqueness, to the one-off item, while every mainstream consumer technology of recent years is about putting human beings into ever more granular, packageable and mass-produced identities so that they can be sold or sold to, perfectly mapped and understood.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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

Advertising in the past has been predicated on a mass market and a captive audience.

Advertisers don't want to be ignored, and they are drunk on our data, which is what Google and other large networks are really selling. The ads are almost a by-product; what companies really want to know is what antiperspirant a woman of 25-34 is most likely to purchase after watching 'House of Cards.'

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

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

If your advertising goes unnoticed, everything else is academic.

Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold.

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.

You can't show me an ad on TV with hard bodies and say I have to buy that car. You have to tell me why that car is better and safer than another car.

It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.

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.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

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'.