Jef I. Richards

Books by Jef I. Richards

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Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
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In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.
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Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers.
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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?
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Advertising is totally unnecessary. Unless you hope to make money.
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Creativity is an advertising agency's most valuable asset, because it is the rarest.
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The Death of Advertising? I think that's in the book of Revelation. It's the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma.
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