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.

- Rosser Reeves

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 dep…

- Rosser Reeves

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. …

- Rosser Reeves

Brand-image campaigns establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words…

- Rosser Reeves

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

- Rosser Reeves

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…

- Rosser Reeves

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

- Rosser Reeves

What do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up?

- Rosser Reeves