Because an appeal makes logical sense is no guarantee that it will work.

The most powerful element in advertising is the truth.

Don't confuse good taste with the absence of taste.

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

Adapt your techniques to an idea, not an idea to your techniques.

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.

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.