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

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.

Properly practiced creativity can make one ad do the work of ten.

Research can trap you into the past.

Advertising doesn't create a product advantage. It can only convey it.

The difference between the forgettable and the enduring is artistry.