You can't save souls in an empty church.

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

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

Tell the truth, but make the truth fascinating.

The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising

People don't buy a new detergent because the manufacturer told a joke on television last night.

There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.