What helps people, helps business.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Plan the sale when you plan the ad.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business into type, paper and ink.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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