Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

Advertising reflects the mores of society, but it does not influence them.

Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.

David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood