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.
More Quotes from 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
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
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
No agency is better than its account executives.
Morris Hite
Advertising moves people toward goods; merchandising moves goods toward people.
Morris Hite
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Based on Topics: Promise Quotes, Value QuotesBased on Keywords: believable, headline, phrased
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