STRATEGY
"Plan the sale when you plan the ad."
Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 16.
"Techniques of art, layout, typography, radio and television productions and fine writing are important. Nevertheless, they are secondary to the basic selling proposition around which the ad or commercial is built. It is not the purpose of the ad or commercial to make the reader or listener say 'My, what a clever ad.' It is the purpose of advertising to make the reader or listener say, 'I believe I'll buy one when I'm shopping tomorrow,' or 'I wonder if Joe could get one for me wholesale? The place to start in advertising is the basic selling appeal. An appeal that fulfills some existing need in the prospect's mind, an appeal that can be readily understood and believed."
Morris Hite, quoted in Adman: Morris Hite's Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 206.
"Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'"
Jef I. Richards (1995), advertising professor, The University of Texas at Austin.
"Strategy and timing are the Himalayas of marketing. Everything else is the Catskills."
Al Ries and Jack Trout (1986), quoted in Stephen Donadio, The New York Public Library: Book of Twentieth-Century American Quotations, 1992, New York: Stonesong Press, p. 71.