Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.
– Rosser Reeves
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.
– Rosser Reeves
Unless a product becomes outmoded, a great campaign will not wear itself out.
– Rosser Reeves
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.