Morris Hite
Morris Hite
ad advertising believe buy clever commercial listener reader
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.
advertising prospects
Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.
advertising people
Advertising moves people toward goods; merchandising moves goods toward people.
believable element headline memory offer promise reader
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.
advertising buying halfway money spent ticket wasted
There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a ticket halfway to Europe. You've spent your money but you never get there.
advertiser approach brand comic consumer damaging establish favorable jacket scientist scientists today tomorrow white
To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.