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You must make the product interesting, not just make the ad different.

Rosser Reeves

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Rosser Reeves
Age: 73 †
Born: 1910
Born: September 10
Died: 1984
Died: January 24
Economist
Danville
Virginia
Make
Ads
Marketing
Product
Products
Interesting
Must
Different

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I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.
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Unless a product becomes outmoded, a great campaign will not wear itself out.
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Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.
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