The advertisers who believe in the selling power of jingles have never had to sell anything.

Don't bunt. Aim out of the ball park. Aim for the company of immortals.

When people aren't having any fun, they seldom produce good work. Kill the grimness with laughter. Encourage exuberance. Get rid of sad dogs that spread gloom.

Advertising is only evil when it advertises evil things.

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.