The ultimate test of a finished account executive is his ability to write a sound marketing plan.
More Quotes from 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
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
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 kitchen or watching TV in the den.
Morris Hite
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.
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
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.
Morris Hite
Readers Who Like This Quotation Also Like:
Based on Topics: Planning QuotesOld age is like a plane flying through a storm. Once you're aboard, there's nothing you can do.
Golda Meir
And writing I think is a gift that you have, the same as acting, in a way.
Matthew Vaughn
The musician writes for the orchestra what his inner voice sings to him; the painter rarely relies without disadvantage solely upon the images which his inner eye presents to him; nature gives him his forms, study governs his combinations of them.
Hermann Ebbinghaus