Never Quotes by Jef I. Richards

Advertising is totally unnecessary. Unless you hope to make money.

— Jef I. Richards

Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers.

— Jef I. Richards

The law requires a paper towel ad to be scrupulously honest, but allows political candidates to lie without reproach. What's wrong with this picture?

— Jef I. Richards

Advertising is the 'wonder' in Wonder Bread.

— Jef I. Richards

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

— Jef I. Richards

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.

— Jef I. Richards

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

— Jef I. Richards

There's so much truly putrid advertising out there it's embarrassing. But not all advertising is bad. Some of it is really quite mediocre.

— Jef I. Richards

In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

— Jef I. Richards

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.

— Jef I. Richards