Advertising Approach Quotes

Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?

I've always felt, and I think I'm qualified to say so because I've won a few awards, that it's a terrible shame to put something in competition with something else to be able to sell something.

Kodak sells film, but they don't advertise film; they advertise memories.

The only way to advertise is by not focusing on the product.

I know the 4Ps (Planning, Priority, Perspective and Patience), and I believe that this knowledge sets me apart from others, as I know exactly how to promote a song, where to promote it. And basically, how much money should be spent in doing all that.

The consumer isn't a moron; she is your wife.

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.

You start selling the movie before you make it.

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

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

I love traditional advertising and have built my career on it. However, I think that is one option, not the only option. If some of it ends up in that space, fine, so long as it does so because it's relevant to the desired outcome.

The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.

I'd like to feel that an advertiser gets something extra when they advertise with us - a certain humanity that comes from upbeat and positive human interest letters and success stories.

Still, we view that old material very much like we view the new material so if this gives us a chance to go out and promote it then, yes we will go out and do that.

I'm not a big fan of the high-altitude approach of mega TV ads.

Marketers sometimes get caught in this lie that you must talk to people only in the voice that they recognize.

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.

Companies from which I have purchased items are more than welcome to call me with a sale or discount. If I request information on your Web site, please call me. If I don't want your wares, calling me 15 times in a week will not change that.