American - Businessman | October 21, 1891 - June 7, 1971
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
Leo Burnett
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I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
AdvertisingMoralDishonestyVery
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
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I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
RespectCreativeIdeasThinkClients
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
PeopleAdvertisingPrettyLowWell
A good ad which is not run never produces sales.
GoodRunNeverSalesWhichProduces
Plan the sale when you plan the ad.
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Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
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There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
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