“Our job if I can see straight and hear clearly and understand ~ is to make advertising and run advertising that is seen and read and heard ~ and remembered ~ for its reasonable and compelling truth.” IfsI CanRunningJobsBusinessHeardAdvertisingRememberedReasonableCompelling Author:Fairfax M. Cone
“Somebody finally has to get out an ad, often after hours. Somebody has to stare at a blank piece of paper. Probably nothing was ever more bleak. This is probably the very height of lonesomeness. He is one person and he is alone” PersonsHoursBusinessPiecesPaperStaringHeightAdsBlankBleakAfter HoursLonesomeness Author:Fairfax M. Cone
“Advertising is what you do when you can't go see somebody. That's all it is.” WiseMarketingWittyAdvertisingAdvertisement Negative Author:Fairfax M. Cone
“Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.” PersonsMovingMillionsWrittenAdvertising Author:Fairfax M. Cone
“A desirable advertisement will be reasonable, but never dull ... original, but never self-conscious ... imaginative, but never misleading.” SelfConsciousOriginalsAdvertisingDullReasonableDesirableImaginativeSelf ConsciousMisleadAdvertisements Author:Fairfax M. Cone
