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Rosser Reeves [1910-1984] American
Rank: 108
Businessman


Rosser Reeves was an American advertising executive and pioneer of television advertising; Reeves generated millions for his clients. The Ted Bates agency, where he rose to chairman, exists today as Bates 141.


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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.
101
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.
102
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.
103
Unless a product becomes outmoded, a great campaign will not wear itself out.
104

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