On the average, five times as many people read the headlines as read the body copy.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

Ninety-nine percent of advertising doesn't sell much of anything.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.