What really decides consumers to buy or not to buy is the content of your advertising, not its form.
The more informative your advertising, the more persuasive it will be.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
Advertising is only evil when it advertises evil things.
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.
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.
Unless your campaign has a big idea, it will pass like a ship in the night.
Great marketing only makes a bad product fail faster.