Morris Hite Quotes

Advertising moves people toward goods; merchandising moves goods toward people.

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.

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.

Is advertising moral? It is part and parcel of the American free enterprise system… I challenge anybody to show any economic system that has done as much for so many in so short a time.

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.