Advertising moves people toward goods; merchandising moves goods toward people.
More Quotes from Morris Hite:
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
There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a ticket halfway to Europe. You've spent your money but you never get there.
Morris Hite
It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.
Morris Hite
To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.
Morris Hite
If you have a good selling idea, your secretary can write your ad for you.
Morris Hite
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