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"Consumers have a composite portrait of a product. By fragmenting media strategies, a product's image becomes fragmented. It is essential for a brand to maintain a consistent face in every aspect of the media: in classical advertising, at point of purchase, through mailings, or even touch screen interactive shopping...Advertising so interrupting, so daring, so fresh, so engaging, so human, so believable and so well-focused as to themes and ideas that, at one and the same time, it builds a quality reputation for the long haul as it produces sales for the immediate present." (Leo Burnett, Leo Burnett advertising agency) "Good advertising is a happy wedding of words and pictures, not a contest between them." (Leo Burnett) "When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either." (Leo Burnett) "When you reach for the stars, you may not quite get them, but you won't." (Leo Burnett)
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