Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.

I regard a great ad as the most beautiful thing in the world.

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

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

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.

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