"You must make the product interesting, not just make the ad different."
"Unless a product becomes outmoded, a great campaign will not wear itself out."
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Source: Rosser Reeves (1961). “Reality in Advertising”, p.34, BookBaby
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"Let's say you have $1,000,000 tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything depends on it. Your future depends on it, your family's future depends on it, other people's families depend on it. Now, what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?"
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