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

I do not regard advertising as entertainment or an art form, but as a medium of information.

A good advertisement is one which sells the product without drawing attention to itself.

On the average, five times as many people read the headlines as read the body copy.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

Consumers don't think how they feel. They don't say what they think and they don't do what they say.

Don't hire a dog, then bark yourself