It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

Consumers do not buy products. They buy product benefits.

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.

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

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