Jef I. Richards Advertising Quotations

There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time.

There's so much truly putrid advertising out there it's embarrassing. But not all advertising is bad. Some of it is really quite mediocre.

Advertising is speech. It's regulated because it's often effective speech.

Creativity is an advertising agency's most valuable asset, because it is the rarest.

Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.

While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.

Advertising is totally unnecessary. Unless you hope to make money.

In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'