Jef I. Richards Quotes

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. - Jef I. Richards

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. - Jef I. Richards

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. - Jef I. Richards

The law requires a paper towel ad to be scrupulously honest, but allows political candidates to lie without reproach. What's wrong with this picture? - Jef I. Richards

The Death of Advertising? I think that's in the book of Revelation. It's the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma. - Jef I. Richards

It takes an ad to do that well. - Jef I. Richards

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'? - Jef I. Richards

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

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

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