Let's say you have $1,000,000 tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything depends on it. Your future depends on it, your family's future depends on it, other people's… — Rosser Reeves Copy Share Image
You must make the product interesting, not just make the ad different. — Rosser Reeves Copy Share Image
No, I don't think a 68-year-old copywriter . . . can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will… — Rosser Reeves Copy Share
Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if… — Rosser Reeves Copy Share Image
What do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up? — Rosser Reeves Copy Share Image
Brand-image campaigns establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words, Mr.… — Rosser Reeves Copy Share Image
They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They… — Rosser Reeves Copy Share Image
Unless a product becomes outmoded, a great campaign will not wear itself out. — Rosser Reeves Copy Share Image
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today… — Rosser Reeves Copy Share Image
Let's say you have $1,000,000 tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything… — Rosser Reeves Copy Share Image
No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that… — Rosser Reeves Copy Share Image
