While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

Every ad is an investment in the long-term image of a brand.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

What you say in advertising is more important than how you say it.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Advertising is only evil when it advertises evil things.

Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.