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

Within every brand is a product, but not every product is a brand.

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

I never write fewer than sixteen headlines for a single advertisement.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

If you always hire people who are bigger than you are, we shall become a company of giants

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.