ROSSER REEVES

Out of the heartland of America, out of this small house in Abilene, Kansas, came a man: Dwight D. Eisenhower. Through the crucial hour of D-Day he brought us the triumphant peace of VE-Day. Now, in another crucial hour in our history…

This could be a close election. I can pretty much tell which states are going to be close. If you would start two or three weeks before Election Day and saturate those critical states with [TV Advertising] spots, it could swing the election.

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

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?

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.

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?

No, sir, 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.

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

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

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.

No, sir, 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.

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.

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

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

This could be a close election. I can pretty much tell which states are going to be close. If you would start two or three weeks before Election Day and saturate those critical states with [TV Advertising] spots, it could swing the election.

Out of the heartland of America, out of this small house in Abilene, Kansas, came a man: Dwight D. Eisenhower. Through the crucial hour of D-Day he brought us the triumphant peace of VE-Day. Now, in another crucial hour in our history…

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?

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.

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?

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