Creativity Is a fancy word for the work we have to do by Friday.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

Advertising is only evil when it advertises evil things.

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

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

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.