The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Never stop testing, and your advertising will never stop improving.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

The secret of long life is double careers. One to about age sixty, then another for the next thirty years.