“The secret of all effective
originality
in advertising is not the creation of new
and tricky words and pictures, but one
of putting familiar words and pictures into new
relationships.” Leo
Burnett
"On average,
five times as many people read the headline as read the
body copy. When you have written your headline, you have
spent eighty cents out of your dollar." David
Ogilvy
When business is
good it pays to advertise; when business is bad you've got
to advertise. Anonymous
"Creative without strategy is called
'art'. Creative with strategy is called
'advertising'."
Jef I. Richards
