Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will….

Brand-image campaigns establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words….

Unless a product becomes outmoded, a great campaign will not wear itself out..

You must make the product interesting, not just make the ad different..

What do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up?.

Let's say you have $1,000,000 tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything dep….

No, I don't think a 68-year-old copywriter . . . can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. ….

I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell..