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Advertising is the definitive engine of commercial visibility, serving as the essential conduit between an enterprise’s value proposition and the consumer’s attention. Transforming raw data into a persuasive narrative requires a disciplined balance of creative intuition and strategic rigor, ensuring that a message resonates without sacrificing its underlying truth. This article organizes the fundamental philosophies of advertising into a coherent framework, exploring the evolution of the craft from a basic economic necessity to a sophisticated exercise in reputation management and audience engagement.
Advertising is the definitive engine of commercial visibility, functioning as the vital communication link between enterprise and consumer. More than mere promotion, effective advertising requires a sophisticated balance of creative rigor and strategic intent to penetrate the public consciousness. This resource organizes the fundamental philosophies of advertising into a coherent framework, tracing its trajectory from a basic economic necessity to a high-art form of persuasion and reputation management.


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| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=Bruce Barton Classic Quotations |url=http://www.ravintokirja.fi/T_Superlist.pdf |website=The Superlist |publisher=Christer Sundqvist |access-date=2025-12-19 |date=1955 |author=Barton, Bruce}}</ref>
| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=Bruce Barton Classic Quotations |url=http://www.ravintokirja.fi/T_Superlist.pdf |website=The Superlist |publisher=Christer Sundqvist |access-date=2025-12-19 |date=1955 |author=Barton, Bruce}}</ref>
| author = Bruce Barton, Co-founder of BBDO {{Bruce Barton/attribution}}
| author = Bruce Barton, Co-founder of BBDO {{Bruce Barton/attribution}}
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| text = Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'<ref>{{cite news |title=Refining the Definition of Advertising |work=Journal of Advertising |date=2002 |author=Jef I. Richards |publisher=American Academy of Advertising}}</ref>
| author = Jef I. Richards, Professor of Advertising {{Jef I. Richards/attribution}}
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| image = leo-burnett.jpg
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| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite web |title=The Leo Burnett Story |url=https://leoburnett.com/about |publisher=Leo Burnett Worldwide |access-date=December 19, 2025}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'<ref>{{cite news |title=Refining the Definition of Advertising |work=Journal of Advertising |date=2002 |author=Jef I. Richards |publisher=American Academy of Advertising}}</ref>
| text = An ad is finished only when you no longer can find a single element to remove.<ref>{{cite book |last=Baker |first=Stephen |title=The Art of Writing Advertising |publisher=Benjamin Company |date=1965}}</ref>
| author = Jef I. Richards, Professor of Advertising {{Jef I. Richards/attribution}}
| author = Robert Fleege, Creative Director {{Robert Fleege/attribution}}
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| text = An ad is finished only when you no longer can find a single element to remove.<ref>{{cite book |last=Baker |first=Stephen |title=The Art of Writing Advertising |publisher=Benjamin Company |date=1965}}</ref>
| text = The best ideas come as jokes. Make your thinking as funny as possible.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = Robert Fleege, Creative Director {{Robert Fleege/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = In advertising, not to be different is virtually suicidal.<ref>{{cite book |last=Bernbach |first=Bill |title=Bill Bernbach Said... |publisher=DDB Needham Worldwide |date=1987}}</ref>
| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
| author = William Bernbach, Co-founder of DDB {{William Bernbach/attribution}}
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = The best ideas come as jokes. Make your thinking as funny as possible.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard |title=The Book of Gossage |publisher=Copy Workshop |date=1995}}</ref>
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| author = Howard Gossage, Advertising Executive {{Howard Gossage/attribution}}
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| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite web |title=The Leo Burnett Story |url=https://leoburnett.com/about |publisher=Leo Burnett Worldwide |access-date=December 19, 2025}}</ref>
| text = Good advertising does not just circulate information. It penetrates the public mind with desires and belief.<ref>{{cite book |last=Burnett |first=Leo |title=Communications of an Advertising Man |publisher=Privately printed |date=1961}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard |title=The Book of Gossage |publisher=Copy Workshop |date=1995}}</ref>
| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=Tribes: We Need You to Lead Us |publisher=Portfolio/Penguin |date=2008}}</ref>
| author = Howard Gossage, Advertising Executive {{Howard Gossage/attribution}}
| author = Seth Godin, Author {{Seth Godin/attribution}}
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| text = People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.<ref>{{cite book |last=Burnett |first=Leo |title=100 LEO'S: 100 Years of Leo Burnett |publisher=Leo Burnett Worldwide |date=2012}}</ref>
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| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.<ref>{{cite book |last=Will |first=George F. |title=The Morning After |publisher=Free Press |date=1986}}</ref>
| text = I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.<ref>{{cite book |last=Burnett |first=Leo |title=100 LEO'S: 100 Years of Leo Burnett |publisher=Leo Burnett Worldwide |date=2012}}</ref>
| author = George Will, [[The Washington Post]] {{George Will/attribution}}
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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== Ethics, performance, and commercial rigor ==


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| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = If it doesn't sell, it isn't creative.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |publisher=Crown Publishers |date=1983}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = Dishonesty in advertising has proved very unprofitable.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
| text = Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.<ref>{{cite book |last=Will |first=George F. |title=The Morning After |publisher=Free Press |date=1986}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = George Will, [[The Washington Post]] {{George Will/attribution}}
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| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |publisher=Portfolio |date=2011}}</ref>
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| author = Stephen Denny, Business Strategist {{Stephen Denny/attribution}}
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| text = Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor |publisher=Simon & Schuster |date=1970}}</ref>
| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |publisher=Portfolio |date=2011}}</ref>
| author = Jerry Della Femina, Chairman of Della Femina Travisano & Partners {{Jerry Della Femina/attribution}}
| author = Stephen Denny, Business Strategist {{Stephen Denny/attribution}}
}}
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== Ethics, testing, and professional rigor ==


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| text = It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = I've never found a client's business problem that could be solved solely through advertising.<ref>{{cite web |title=Art & Copy (2009) Documentary Quotes |url=https://www.imdb.com/title/tt1341071/ |website=IMDb |access-date=2025-12-19 |date=2009 |author=Pray, Doug}}</ref>
| author = Lee Clow, Chairman of TBWA\Media Arts Lab {{Lee Clow/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
}}
}}

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| text = Dishonesty in advertising has proved very unprofitable.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961}}</ref>
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| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
}}
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== The social architecture of reputation ==
| {{Quote
| text = There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor |publisher=Simon & Schuster |date=1970}}</ref>
| author = Jerry Della Femina, Chairman of Della Femina Travisano & Partners {{Jerry Della Femina/attribution}}
}}
}}


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| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=Tribes: We Need You to Lead Us |publisher=Portfolio/Penguin |date=2008}}</ref>
| text = I've never found a client's business problem that could be solved solely through advertising.<ref>{{cite web |title=Art & Copy (2009) Documentary Quotes |url=https://www.imdb.com/title/tt1341071/ |website=IMDb |access-date=2025-12-19 |date=2009 |author=Pray, Doug}}</ref>
| author = Seth Godin, Author {{Seth Godin/attribution}}
| author = Lee Clow, Chairman of TBWA\Media Arts Lab {{Lee Clow/attribution}}
}}
}}
}}
}}


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| text = In advertising, not to be different is virtually suicidal.<ref>{{cite book |last=Bernbach |first=Bill |title=Bill Bernbach Said... |publisher=DDB Needham Worldwide |date=1987}}</ref>
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| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>
| author = Scott Cook, Co-founder of Intuit {{Scott Cook/attribution}}
| author = William Bernbach, Co-founder of DDB {{William Bernbach/attribution}}
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| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite book |last=Smith |first=Mari |title=The New Relationship Marketing |publisher=Wiley |date=2011}}</ref>
| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite book |last=Smith |first=Mari |title=The New Relationship Marketing |publisher=Wiley |date=2011}}</ref>
| author = Mari Smith, Social Media Strategist {{Mari Smith/attribution}}
| author = Mari Smith, Social Media Strategist {{Mari Smith/attribution}}
}}
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| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>
| author = Scott Cook, Co-founder of Intuit {{Scott Cook/attribution}}
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Revision as of 23:01, 19 December 2025

Advertising is the definitive engine of commercial visibility, functioning as the vital communication link between enterprise and consumer. More than mere promotion, effective advertising requires a sophisticated balance of creative rigor and strategic intent to penetrate the public consciousness. This resource organizes the fundamental philosophies of advertising into a coherent framework, tracing its trajectory from a basic economic necessity to a high-art form of persuasion and reputation management.

~*~

The economic imperative of visibility

Stopping advertising to save money is like stopping your watch to save time.[1]

— Henry Ford, Founder of Ford Motor Company Henry Ford, Founder of Ford Motor Company

Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.[2]

— Steuart Henderson Britt, Professor of Marketing Steuart Henderson Britt, Professor of Marketing

In good times people want to advertise; in bad times they have to.[3]

— Bruce Barton, Co-founder of BBDO Bruce Barton, Co-founder of BBDO

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'[4]

— Jef I. Richards, Professor of Advertising Jef I. Richards, Professor of Advertising

~*~

The strategic art of persuasion

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.[5]

— William Bernbach, Co-founder of DDB William Bernbach, Co-founder of DDB

A good advertisement is one which sells the product without drawing attention to itself.[6]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.[7]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

File:Robert-fleege.jpg

An ad is finished only when you no longer can find a single element to remove.[8]

— Robert Fleege, Creative Director Robert Fleege, Creative Director

The best ideas come as jokes. Make your thinking as funny as possible.[9]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

An ad should be an appetizer, not a buffet.[10]

— Lee Clow, Chairman of TBWA\Media Arts Lab Lee Clow, Chairman of TBWA\Media Arts Lab

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.[11]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.[12]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Nobody reads ads. People read what interests them. Sometimes, it's an ad.[13]

— Howard Gossage, Advertising Executive Howard Gossage, Advertising Executive

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.[14]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

~*~

The psychology of audience engagement

Marketing is no longer about the stuff that you make, but about the stories you tell.[15]

— Seth Godin, Author Seth Godin, Author and Marketing Executive

Tell the truth, but make the truth fascinating.[16]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be dismissed.[17]

— Maurice Saatchi, Co-founder of Saatchi & Saatchi Maurice Saatchi, Co-founder of Saatchi & Saatchi

Nobody who bought a drill actually wanted a drill. They wanted a hole.[18]

— Perry Marshall, Author Perry Marshall, Author

I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.[19]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.[20]

— Jan Koum, Co-founder of WhatsApp Jan Koum, Co-founder of WhatsApp

If it doesn't sell, it isn't creative.[21]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.[22]

— George Will, The Washington Post George Will, The Washington Post

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.[23]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

If dogs don't like your dog food, the packaging doesn't matter.[24]

— Stephen Denny, Business Strategist Stephen Denny, Business Strategist

~*~

Ethics, testing, and professional rigor

Every single element in an advertisement must be put there because testing has shown that it works best![25]

— John Caples, Vice President of BBDO John Caples, Vice President of BBDO

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.[26]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Dishonesty in advertising has proved very unprofitable.[27]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

Advertising brings in the customers, but it is your job to keep them buying from you.[28]

— Chet Holmes, Business Growth Strategist Chet Holmes, Business Growth Strategist

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.[29]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.[30]

— Jerry Della Femina, Chairman of Della Femina Travisano & Partners Jerry Della Femina, Chairman of Della Femina Travisano & Partners

I've never found a client's business problem that could be solved solely through advertising.[31]

— Lee Clow, Chairman of TBWA\Media Arts Lab Lee Clow, Chairman of TBWA\Media Arts Lab

In advertising, not to be different is virtually suicidal.[32]

— William Bernbach, Co-founder of DDB William Bernbach, Co-founder of DDB

The best advertising is done by satisfied customers.[33]

— Philip Kotler, Marketing Management Philip Kotler, Professor of International Marketing

Content is king, but engagement is queen, and the lady rules the house![34]

— Mari Smith, Social Media Strategist Mari Smith, Social Media Strategist

A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.[35]

— Scott Cook, Co-founder of Intuit Scott Cook, Co-founder of Intuit

The secret to marketing success is no secret at all: Word of mouth is all that matters.[36]

— Seth Godin, Author and Marketer Seth Godin, Author and Marketing Executive

There is no advertisement as powerful as a positive reputation traveling fast.[37]

— Brian Koslow, Author Brian Koslow, Author

References

  1. ↑ Forbes, B.C. (1968). The Forbes Scrapbook of Thoughts on the Business of Life. Forbes Inc.
  2. ↑ Shapiro, Fred R. (2006). The Yale Book of Quotations. Yale University Press.
  3. ↑ Barton, Bruce (1955). "Bruce Barton Classic Quotations" (PDF). The Superlist. Christer Sundqvist. Retrieved 2025-12-19.
  4. ↑ Jef I. Richards (2002). "Refining the Definition of Advertising". Journal of Advertising. American Academy of Advertising.
  5. ↑ "The Creative Revolutionist". The New York Times. October 3, 1982. Retrieved December 19, 2025.
  6. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  7. ↑ "The Leo Burnett Story". Leo Burnett Worldwide. Retrieved December 19, 2025.
  8. ↑ Baker, Stephen (1965). The Art of Writing Advertising. Benjamin Company.
  9. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  10. ↑ Fast Company Staff (2012-08-28). "The Creative Mind of Lee Clow". Fast Company. Retrieved 2025-12-19.
  11. ↑ Burnett, Leo (1961). 100 Leo's: The Advertising Philosophy of Leo Burnett. Leo Burnett Company.
  12. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  13. ↑ Gossage, Howard (1995). The Book of Gossage. Copy Workshop.
  14. ↑ Burnett, Leo (1961). Communications of an Advertising Man. Privately printed.
  15. ↑ Godin, Seth (2008). Tribes: We Need You to Lead Us. Portfolio/Penguin.
  16. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  17. ↑ Fallon, Ivan (1988). The Brothers: The Rise and Rise of Saatchi & Saatchi. Hutchinson.
  18. ↑ Marshall, Perry (2013). 80/20 Sales and Marketing. Entrepreneur Press.
  19. ↑ Burnett, Leo (2012). 100 LEO'S: 100 Years of Leo Burnett. Leo Burnett Worldwide.
  20. ↑ Koum, Jan (2012-06-18). "Why we don't sell ads". WhatsApp Blog. WhatsApp Inc. Retrieved 2025-12-19.
  21. ↑ Ogilvy, David (1983). Ogilvy on Advertising. Crown Publishers.
  22. ↑ Will, George F. (1986). The Morning After. Free Press.
  23. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  24. ↑ Denny, Stephen (2011). Killing Giants: 10 Strategies to Topple the Goliath in Your Industry. Portfolio.
  25. ↑ Caples, John (1997). Tested Advertising Methods. Prentice Hall.
  26. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  27. ↑ Burnett, Leo (1961). 100 Leo's: The Advertising Philosophy of Leo Burnett. Leo Burnett Company.
  28. ↑ Holmes, Chet (2007). The Ultimate Sales Machine. Portfolio.
  29. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum.
  30. ↑ Della Femina, Jerry (1970). From Those Wonderful Folks Who Gave You Pearl Harbor. Simon & Schuster.
  31. ↑ Pray, Doug (2009). "Art & Copy (2009) Documentary Quotes". IMDb. Retrieved 2025-12-19.
  32. ↑ Bernbach, Bill (1987). Bill Bernbach Said... DDB Needham Worldwide.
  33. ↑ Kotler, Philip (1999). Marketing Management: Millennium Edition. Prentice Hall.
  34. ↑ Smith, Mari (2011). The New Relationship Marketing. Wiley.
  35. ↑ Scott Cook (December 2011). "Marketing in the Age of Social Media". Harvard Business Review. Retrieved December 19, 2025.
  36. ↑ Seth Godin (January 29, 2003). "Word of mouth is all that matters". Seth's Blog. Seth Godin. Retrieved December 19, 2025.
  37. ↑ Koslow, Brian (1998). 365 Ways to Market Your Business. Dutton.
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