Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

It's not just what you say that stirs people. It's the way that you say it.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

A principle isn't a principle until it costs you something.