Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

You cannot bore people into buying your product - you can only interest them in buying it.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

Positioning should be decided before the advertising is created