Citações do livro confessions of an advertising man

1. "The more informative your advertising, the more persuasive it will be."

2. "The best ideas come as jokes. Make your thinking as funny as possible."

3. "Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera."

4. "The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace."

5. "The consumer isn't a moron; she's your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything."