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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Leo Burnett
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I regard a great ad as the most beautiful thing in the world.
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Fun without sell gets nowhere but sell without fun tends to become obnoxious.
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Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
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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.
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Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
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Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
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