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Jef I. Richards is an American professor and expert in the field of advertising and marketing. His academic work often focuses on the effects of advertising on consumer behavior and the role of marketing in society. Richards's research contributes to a deeper understanding of advertising practices and their implications for both businesses and consumers.
"Creativity is an advertising agency's most valuable asset, because it is the rarest."
"Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'"
"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."
"Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it."
"If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless."
"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'?"
"I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything."
"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."
"I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers."
"In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species."
"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."
"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."