18 Quotes by Jef I. Richards
- Author Jef I. Richards
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Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
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I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.
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In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.
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Advertising is totally unnecessary. Unless you hope to make money.
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While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.
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In advertising, sex sells. But only if you're selling sex.
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If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.
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Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?
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- Author Jef I. Richards
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Creativity is an advertising agency's most valuable asset, because it is the rarest.
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