Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.

You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.

People who think well, write well

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

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

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

Every advertisement is part of the long term investment in the personality of the brand.