Leo Bogart

“Nobody reads ads. People read what interests them, and sometimes it's an ad.”

“Consumers do not buy products. They buy product benefits.”

“Marketing is the art of creating conditions by which the buyer convinces himself.”

“Advertising is the most fun you can have with your clothes on.”

“The advertiser who is unwilling to be a little boring in order to be very clear will get neither.”

“Strategy is not a lengthy action plan. It is the evolution of a central idea through continually changing circumstances.”

“The function of advertising is to sell. The function of research is to improve the effectiveness of advertising.”

“The most important single thing about the newspaper is that it is a daily habit.”

“A magazine is a device for bundling advertising and editorial matter.”

“By its very nature, advertising is partisan, biased, and single-minded.”

“The power of the press is a primordial one. It sets the agenda of public discussion.”

“Advertising reflects the mores of society, but it does not influence them.”