Rosser Reeves Quotes

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

  Rosser Reeves

  Interesting, Marketing, Different

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• Brand-image campaigns establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words, Mr. Martineau says, because the visual symbols are far more significant. They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods.

  Rosser Reeves

  Effort, Purpose, Levels

  "Reality In Advertising".

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• No estoy diciendo que un texto encantador, ingenioso y cálido no venda. Sólo digo que he visto miles de campañas encantadoras e ingeniosas que no han vendido.

  Rosser Reeves

  Witty, Campaigns, Just Saying

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• What do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up?

  Rosser Reeves

  Moving, Writing, Curves

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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?

  Rosser Reeves

  Sabio, Ingenioso, Negocios

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• Unless a product becomes outmoded, a great campaign will not wear itself out.

  Rosser Reeves

  Campaigns, Advertising, Products

  Rosser Reeves (1961). “Reality in Advertising”, p.34, BookBaby

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• La publicidad es, en realidad, un simple fenómeno en términos económicos. No es más que un sustituto de una fuerza de ventas personal, una extensión, si se quiere, del comerciante que pregona en voz alta sus mercancías.

  Rosser Reeves

  Simple, Advertising, Cry

  Rosser Reeves (1961). “Reality in Advertising”, p.129, BookBaby

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• No, I don't think a 68-year-old copywriter . . . can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will produce five times the sales. And that's the name of the game, isn't it?

  Rosser Reeves

  Business, Writing, Kids

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