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.

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.