If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

-- Morris Hite 斯海特

如果一个广告活动是建立在一个薄弱的想法之上的——或者像经常发生的那样，完全没有想法——我不在乎执行得有多好，它将会失败。

标签

Advertising

相关名言

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.

广告是文字的生意，但广告公司却充斥着不会写字的男男女女。他们不能写广告，也不能写计划。他们在大都会歌剧院的舞台上像聋哑人一样无助。

阅读 +

Nobody's profitable at this moment, because recession is on; advertising dollars are down, and expenses are way up. So that kind of belies the situation that you would expect, because the ratings are way up everywhere.

目前没有人盈利，因为经济衰退已经开始;广告费用下降了，而费用却上升了。这和你预期的情况不太相符，因为各地的评级都在上升。

阅读 +