We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.

Lazy and superficial men and women do not produce superior work.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

I do not regard advertising as entertainment or an art form, but as a medium of information.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Positioning should be decided before the advertising is created

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.