Rosser Reeves Quotes

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.

American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets.

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

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.

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.

The public don't know what they want; it's my job to tell them.

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

It's kind of debatable whether or not the advertisement model is effective. Like whether Nielsen works.

When the product is right, you don't have to be a great marketer.

Once you become more like Madison Avenue, you become acutely sensitive to what's going to annoy your clients.

I'm always asking, 'How do you give a guy a new reason to buy a polo?'

Marketing is the art of seeing (and then creating) what might be interesting to more than our friends

No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.

I love market research because you really have an idea of what your consumers are looking for.

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

Consumer habits are key to understanding how to launch a product.

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.

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

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

My cosmetic range, easy4Men, is not going that well. It's meant to be for the no-nonsense man, but now I don't know if the no-nonsense man exists.

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

Promise, large promise, is the soul of an advertisement.

We are pushing hard to find quality advertising clients.

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

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.