The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

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

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

Every ad is an investment in the long-term image of a brand.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.