The ultimate test of a finished account executive is his ability to write a sound marketing plan.
Advertising moves people toward goods; merchandising moves goods toward people.
To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.
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.
There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a ticket halfway to Europe. You've spent your money but you never get there.
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den.
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.
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 agency's account executive should be able to step into the sales manager's shoes if the sales manager drops dead today.
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