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— Adolph Ochs"Advertising in the final analysis should be news. If it is not news it is worthless."
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Half the money I spend on advertising is wasted; the trouble is I don't know which half.
— John Wanamaker
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
— David Ogilvy
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