Advertising Campaign Quotes & Sayings

Advertising is not a rifle; it is a shotgun, and any campaign featuring outdoor boards of a cartoon animal inevitably will catch children in its spray. — Bob Garfield

But if there's one thing to learn from corporate execs, it's this: even if they aren't about to claim Anonymous's imagery for their next advertising campaign, it doesn't mean they can't, or won't, find some way of appropriating *something* about Anonymous. If someone can find an uncapitalized, exploitable, futurescanned, innovative, disruptive idea that can flourish in corporate boardrooms, they will. — Gabriella Coleman

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. — David Ogilvy

Many evils spring from power," he said. "Even from the power to do good. All power corrupts, and the intention to do good has little influence on the corruption. Either my words will last after me and be believed by men, or else they won't. Yet if one thing were required to kill them certainly, it is that my words should be spread after my death by the power of money. No teaching could survive a campaign of paid advertising. — Nevil Shute

The brand of the future ... is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan. — Seth Godin

Do an overwhelming number of respected scientists believe that human actions are changing the Earth's climate? Yes. OK, that being the case, let's undermine that by finding and funding those few contrarians who believe otherwise. Promote their message widely and it will accumulate in the mental environment, just as toxic mercury accumulates in a biological ecosystem. Once enough of the toxin has been dispersed, the balance of public understanding will shift. Fund a low level campaign to suggest any threat to the car is an attack on personal freedoms. Create a "grassroots" group to defend the right to drive. Portray anticar activists as prudes who long for the days of the horse and buggy. Then sit back, watch the infotoxins spread - and get ready to sell bigger, better cars for years to come. — Kalle Lasn

While alcohol ... continues to wreak havoc in America, supported by a $6 billion-a-year alcohol industry advertising campaign extolling the joy of inebriation, the far less harmful drug of marijuana remains illegal and continues to ruin people's lives - only if they are caught possessing and convicted of that crime. — Lawrence O'Donnell

In 1934, after Upton Sinclair was defeated in his campaign to become the next governor of California, he labeled the advertising concern that defeated him a "lie factory." Marston took much the same view. One of Wonder Woman's most sinister adversaries, the Duke of Deception, runs an advertising firm called the Lie Factory. — Jill Lepore

Simplicity is the ultimate sophistication
Steve Jobs turned this into the slogan behind an early Mac advertising campaign. Which doesn't make it less true. — Steve Jobs

AS STRATEGY SESSIONS BEGAN IN HAWTHORNE, THE Handlers made a brilliant tactical move. They commissioned a toy study from Ernest Dichter, Ph.D., director of the Institute for Motivational Research in Croton-on-Hudson, New York. The study cost a staggering $12,000 and took six months to complete, but when it was finished the charge seemed low. Dichter had masterminded a cunning campaign to peddle Barbie. Dichter was already a legend when the Handlers approached him. Quoted on nearly every page of Vance Packard's The Hidden Persuaders, a bestseller in 1957, Dichter was hailed as a marketing Einstein - an evil Einstein, but an Einstein nonetheless. He pioneered what he called "motivational research," advertising's newest, hippest, and, in Packard's view, scariest trend - the manipulation of deep-seated psychological cravings to sell merchandise. — M.G. Lord

Due to Jade's fortresslike manner, which, like any well-built castle, made access challenging, girls found her existence not only threatening but flat-out wrong. Although Bartelby Athletic Center featured the latest advertising campaign of Ms. Sturd's three member Benevolent Body-Image Club (laminated Vogue and Maxim covers above captions, "You Can't Have Thighs Like This and Still Walk" and "All Airbrushing"), Jade would only have to swan by, munching on a Snickers to reveal a disturbing truth: You could have thighs like that and still walk. She emphasized what few wanted to accept, that some people did win Trivial Pursuit: The Deity Looks Edition, and there wasn't a thing you could do about it, except come to terms with the fact that you'd only played Trivial Pursuit: John Doe Genes and come away with three pie pieces. — Marisha Pessl

We have looked for myths that include us in great novels, music, the latest comic book, or even some stupid advertising campaign. We'll look *anywhere* for a mythology that embraces people like ourselves. — Kate Bornstein

If the time to begin something new always came with a sign, our life would be like a non stop advertising campaign! — Trishna Damodar

Thirty-one days later, in the summer of 1981, he became a full-time writer, and the feeling of liberation as he left the agency for the last time was heady and exhilarating. He shed advertising like an unwanted skin, though he continued to take a sneaky pride in his bestknown slogan, "Naughty but nice" (created for the Fresh Cream Cake Client), and in his "bubble words" campaign for Aero chocolate (IRRESISTIBUBBLE, DELECTABUBBLE, ADORABUBBLE, the billboards cried, and bus sides read TRANSPORTABUBBLE, trade advertising said PROFITABUBBLE, and storefront decals proclaimed AVAILABUBBLE HERE). Later that year, when Midnight's Children was awarded the Booker Prize, the first telegram he received - there were these communications called "telegrams" in those days - was from his formerly puzzled boss. "Congratulations," it read. "One of us made it. — Salman Rushdie

Why was Simpson called "OJ" except in some kind of branding or headlinese that said, "Look, this guy is sweet, wholseome, and nourishing (and 'Orenthal' is just too fancy)? You can have him for breakfast." (And "Sweetness" and "Sweet" are nicknames often given to black men.) Is "OJ" that far away from Jell-O? Wasn't that extended advertising campaign a way of saying you can trust our pudding because Bill Cosby likes it - sweet, wholesome, and pretty? — David Thomson

You should try to build word of mouth into every advertising campaign. — Andy Sernovitz

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements. — John Caples

We need to shut down this Gitmo prison? Well, don't shut it down
we just need to start an advertising campaign. We need to call it, "Gitmo, the Muslim resort." Any resort that treated people like this would have ads all over the New York Times trying to get people to come down and visit for some R&R, for some rest and relaxation. — Rush Limbaugh

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising. — David Ogilvy

Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign. — Walter Isaacson

Three important characteristics of propaganda are that ( l ) it is intentional and purposeful, designed to incite a particular reaction or action in the target audience; (2) it is advantageous to the propagandist or sender which is why advertising, public relations, and political campaigns are considered forms of propaganda; and (3) it is usually one-way and informational (as in a mass media campaign), as opposed to two-way and interactive communication. — Nancy Snow

We should remember the campaign advertising will be only a smaller portion of the President's total exposure. — Robert Teeter

The Pork Marketing Board worked with advertising and marketing firms to position the pig as a sort of four-legged chicken - a healthy part of any low-fat lifestyle. The Other White Meat campaign launched in 1987 and was so successful at selling lean pork cuts, it actually hurt the rest of the pig. — David Sax

In 1946, a new advertising campaign appeared in magazines with a picture of a doctor in a lab coat holding a cigarette and the slogan, "More doctors smoke Camels than any other cigarette." No, this wasn't a spoof. Back then, doctors were not aware that smoking could cause cancer, heart disease and lung disease. — Anonymous

Readers will recall that the little evidence collected seemed to point to the strange and confusing figure of an unidentified Air Force pilot whose body was washed ashore on a beach near Dieppe three months later. Other traces of his 'mortal remains' were found in a number of unexpected places: in a footnote to a paper on some unusual aspects of schizophrenia published thirty years earlier in a since defunct psychiatric journal; in the pilot for an unpurchased TV thriller, 'Lieutenant 70'; and on the record labels of a pop singer known as The Him - to instance only a few. Whether in fact this man was a returning astronaut suffering from amnesia, the figment of an ill-organized advertising campaign, or, as some have suggested, the second coming of Christ, is anyone's guess. — J.G. Ballard

Rumfoord had known that Constant would try to debase the picture by using it in commerce. Constant's father had done a similar thing when he found he could not buy Leonardo's "Mona Lisa" at any price. The old man had punished Mona Lisa by having her used in an advertising campaign for suppositories. It was the free-enterprise way of handling beauty that threatened to get the upper hand. — Kurt Vonnegut

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority. — David Ogilvy

Wow! tarnished drew me right into the diabolical world of Dale and Isabel. They are two of the most coldblooded killers the medical profession may have ever produced. --- Valerie Graves of New York - an Internationally known Advertising and Marketing Executive who also was creative consultant for the '92 Clinton/Gore campaign — Willie Stewart

In practice, ship and iterate means that marketing programs and PR pushes should be minimal at launch. If you are in the restaurant business, you call this a soft opening. When you push the babies out of the nest, don't give them a jetpack or even a parachute - let them fly on their own. (Note: This is a metaphor.) Invest only when they get some lift. Google's Chrome is a great example of this - it launched in 2008 with minimal fanfare and practically no marketing budget and gained terrific momentum on its own, based solely on its excellence. Later, around the time the browser pushed past seventy million users, the team decided to pour fuel on the fire and approved a marketing push (and even a TV advertising campaign). But not until the product had proven itself a winner did it get fed. — Eric Schmidt

An advertising campaign should be timely.

A branding campaign should be timeless. — Steven Howard