The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value. — Morris Hite Copy Share Image
The ultimate test of a finished account executive is his ability to write a sound marketing plan. — Morris Hite Copy Share Image
There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a… — Morris Hite Copy Share Image
Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has… — Morris Hite Copy Share Image
It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without… — Morris Hite Copy Share Image
If you have a good selling idea, your secretary can write your ad for you. — Morris Hite Copy Share Image
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I… — Morris Hite Copy Share Image
Advertising moves people toward goods; merchandising moves goods toward people. — Morris Hite Copy Share Image
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is… — Morris Hite Copy Share Image
Busy souls have no time to be busybodies It is a matter of peculiar coincidence that great men have made history; great women have… — Morris Hite Copy Share Image
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it… — Morris Hite Copy Share Image
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the… — Morris Hite Copy Share Image
Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't. — Morris Hite Copy Share Image
