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Leo Burnett

What helps people, helps business.

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Plan the sale when you plan the ad.

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A good ad which is not run never produces sales.

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There is no such thing as a permanent advertising success.

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I regard a great ad as the most beautiful thing in the world.

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Fun without sell gets nowhere but sell without fun tends to become obnoxious.

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Too many ads that try not to go over the reader's head end up beneath his notice.

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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

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To swear off making mistakes is very easy. All you have to do is swear off having ideas.

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