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

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Consumers do not buy products. They buy product benefits.

If you can’t advertise yourself, what hope do you have of advertising anything else?

I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.