Leo Burnett Quotes

If your advertising goes unnoticed, everything else is academic.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.

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.

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?

The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.

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'.

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.

When executing advertising, it's best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly.

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.

Realtime ads are the perfect way for an advertiser to connect with users in a social environment.

The ingredients for great advertising haven't changed since the 'Mad Men' era: Brands win if their advertising is relevant and people like it.

I won't say I'm not fascinated by the way advertising works. I like the sleekness. But a picture in advertising doesn't last too long. They have to work for 30 seconds. And I'd like to reach at least two minutes. This is my goal: to break that two-minute record.

I'm in the industry, and I'll fast-forward through the ads most of the time. But I'll stop for the good ones.

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

One of the challenges of buying local advertising is, how do you know if it worked? How do you know if it's got value? We're moving toward an e-commerce experience for local, an Amazon-like experience for local.

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.

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

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

Advertising is the 'wonder' in Wonder Bread.

The first law in advertising is to avoid the concrete promise... and cultivate the delightfully vague.

Marketing is a contest for people's attention.

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.