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

All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.

Research can trap you into the past.

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.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

Rules are what the artist breaks; the memorable never emerged from a formula.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.