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" 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. "

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" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "

" I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes. "

" Advertising reflects the mores of society, but it does not influence them. "

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

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

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

" I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "

" In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. "

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

" Ninety-nine percent of advertising doesn't sell much of anything. "

" On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. "

" I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular. "

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

" 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. "

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

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

" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "

" Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. "

" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "

" Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible. "

" Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising. "

" 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 relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account. "

" The consumer isn't a moron; she is your wife. "

" First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. "

Surround Yourself

" I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. "

" Our business is infested with idiots who try to impress by using pretentious jargon. "

" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "

" Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. "

" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "