Jef I. Richards Quotes

21 Sourced Quotes

Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.

Jef I. Richards
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

Jef I. Richards
Interactive advertising will enable the further 'anthropomorphizing' of brands. In the coming years we will be giving businesses a very human persona. What consumers see will, in a very real sense, seem like a living and breathing human being. Many companies will create virtual bodies — male, female, young or old — as well as virtual personalities. One business may, by all appearances, be a laid-back, calm, fatherly figure, while another will have the personality of an energetic, young, party-animal. To achieve this we will start to look seriously at what makes some people uniquely popular and likable, in the hope of capturing that essence for our brand.

Jef I. Richards
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
Advertising is the art and sole of capitalism. It captures a moment of time through the lens of commerce, reflecting and affecting our lives, making us laugh and cry, while simultaneously giving traction to the engine that propels this free market economy forward into the future.

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
Internet advertising will not replace traditional media, it will compliment them.

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
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
In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

Jef I. Richards
I think that I shall never see An ad so lovely as a tree. But if a tree you have to sell, It takes an ad to do that well.

Jef I. Richards
Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers.

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
A whore at a PTA meeting probably doesn't spend much time bragging about her professional achievements. I would imagine the same holds true for spammers.

Jef I. Richards
Advertising is speech. It's regulated because it's often effective speech.

Jef I. Richards
Clickthrough is a poor measurement of banner ad effectiveness, especially for low involvement products. It is foolhardy to think of Web ads solely as a device to move visitors to the advertisers' Web sites. For many products, the Web ad should be designed to communicate a selling message in a manner akin to print media.

Jef I. Richards
The Internet holds immense potential as a marketing tool. As an interactive medium that reaches around the world, it promises an interpersonalization of advertising. As mass communication becomes mass-interpersonal communication, marketing efforts become more efficient, effective, and extensive.

Jef I. Richards
In advertising, sex sells. But only if you're selling sex.

Jef I. Richards
Advertising is totally unnecessary. Unless you hope to make money.

Jef I. Richards
I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on 'privacy' as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it's a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I'm far more concerned about whether or not the person or company with whom I'm dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can't judge someone by their place of business, when I conduct that business on the Internet. I can't grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.

Jef I. Richards