Rosser Reeves Quotes

I think we have a great track record on being relevant, on identifying consumer trends, needs and wants.

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.

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

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.

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

We should reach out to people to try to go after the fans the way other sports do. Because we can't just depend on the fact that it is a great game.

In order to be a great marketer, you have to be focused and intense and look at scarcity, urgency, activity and passion in the marketplace.

What the results are telling them is that the most money is spent in volume by young people. They also see young people as the consumers of tomorrow and are trying to capture their attention from their competitors.

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

Apple has great marketing, among the best PR and marketing in the world.

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.

I want everybody in the news business to think of ABC before they go any place else. If it costs us an extra few thousand dollars to do that, what does it mean?

I've done a pretty good job of hitting 18-34-year-old males, and not such a good job of reaching kids. Disney has done a great job of reaching kids, but maybe not the 18-34-year-olds. I figure I can learn a lot from Disney, and maybe, I don't know, they can learn a lot from me.

There is no such thing as a permanent advertising success.

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.

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

Advertising creates and changes this foundation of all popular action, public sentiment, or public opinion. It is the most potent influence in adopting and changing the habits and modes of life, affecting what we eat, what we wear, and the work and play of the whole Nation. Formerly it was an axiom that competition was the life of trade. Under the methods of the present day it would seem to be more appropriate to say that advertising is the life of trade.

Brand loyalty starts in the cradle and ends in the grave, as I wrote in my first book, 'Branded: The Buying and Selling of Teenagers.'

The object of advertising is to get people to feel better about the product you're selling.

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

We're not going into advertising. But we see the future battleground existing between ourselves, digital firms, and media-buying firms.

People love Twinkies, and everyone knows about them, yet Hostess went bankrupt. Attention and commercial success have an uncertain relationship in business.

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

Beats succeeded because, as music lovers, we knew oscilloscopes don't buy headphones - people do.

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.