I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Plan the sale when you plan the ad.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.