There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

Big ideas are usually simple ideas.

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.