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.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye

The budget evolved from a management tool into an obstacle to management

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time

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

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

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

I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years

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

There is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections