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

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

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

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

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

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

" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "

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

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

" 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. "

" 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. "

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

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

" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "

" Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped. "

" 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. "

" 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. "

" Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "

" Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. "

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

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

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

" 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. "

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

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

" The advertisers who believe in the selling power of jingles have never had to sell anything. "

" 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. "

" Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. "