I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

The advertisers who believe in the selling power of jingles have never had to sell anything.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

If you want ACTION, don’t write. Go and tell the guy what you want.