Great marketing only makes a bad product fail faster.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

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

Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.

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