The ultimate test of a finished account executive is his ability to write a sound marketing plan. - "Morris Hite"

The ultimate test of a finished account executive is his ability to write a sound marketing plan.
Morris Hite

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Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has done as much for so many in so short a time.
- Morris Hite
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The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.
- Morris Hite