But if others were making a name in advertising with the elegance and sophistication of their work in the exciting new medium of television, then Reeves was a throwback to the more primitive days of advertising, when the main idea was to hit people over the head with the product as bluntly as possible. It was not to be beautiful; it was not to be artistic. It was not to amuse viewers, who might not even buy the product. It was to sell. Rosser Reeves had decided early in his career that the most effective advertising campaigns were not the ones with the biggest budgets but the ones that held
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