The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

Too many ads that try not to go over the reader's head end up beneath his notice.

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.