“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”

The more informative your advertising, the more persuasive it will be.

What you say in advertising is more important than how you say it.

Leaders grasp nettles.

The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.

Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

Advertising is only evil when it advertises evil things.

Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

A good advertisement is one which sells the product without drawing attention to itself.

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Never stop testing, and your advertising will never stop improving.

I do not regard advertising as entertainment or an art form, but as a medium of information.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

The best ideas come as jokes. Make your thinking as funny as possible.