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July 22, 2005
Rosser Reeves
ciadvertising slide show on Rosser Reeves: excellent and mandatory.
Short additional biographical info on Rosser Reeves
Ad Age rates Rosser Reeves 5 on their marketing top 100 from the 20th century.
One more good Reeves bio and you're done, except for these quotes:
"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand."
"Unless a product becomes outmoded, a great campaign will not wear itself out."
"No, sir, 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."
"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, of the merchant who cries aloud his wares."