"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"

This quote by Jef I. Richards is describing the existing state of marketing. He is expressing his viewpoint that there is a lot of bad marketing out there, and it is humiliating. He is also stating that not all advertising is bad, a few of it is simply average. This quote is a pointer that marketing should be done with idea and care, and not simply thrown together without any factor to consider for the message it is sending. It is necessary to create advertising that is effective and significant, and not simply an assortment of words and images. Advertising must be innovative and interesting, and not just a method to make a fast buck. It is necessary to remember that advertising is a reflection of the company or item it is promoting, and should be done with regard and care.