If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.

It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.

If you have a good selling idea, your secretary can write your ad for you.

Advertising moves people toward goods; merchandising moves goods toward people.

If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

The ultimate test of a finished account executive is his ability to write a sound marketing plan.

No agency is better than its account executives.

There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den.

It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.

Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has done as much for so many in so short a time.

Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.

Ideas are easy. It's the execution of ideas that really separates the sheep from the goats.

The severity of the laws prevents their execution.

The key to Operations at Wal-Mart is their ability to maintain the highest standards while at the same time getting things done with lockstep execution.

And as the hour approached for the execution, in his own mind, Collins became both the executioner and the victim. He would pace up and down, transformed in almost a kind of exorcism when he knew he was responsible for taking someone's life.

It is far more difficult to be simple than to be complicated; far more difficult to sacrifice skill and easy execution in the proper place, than to expand both indiscriminately.

An idea can be as flawless as can be, but its execution will always be full of mistakes.

I think Fast Company has a tremendously smart focus and execution.

The American attitude towards efficiency and execution should always underlie architecture.

If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

With the first act of cruelty committed in the name of revolution, with the first murder, with the first purge and execution, we have lost the revolution.

The essence of football was blocking, tackling, and execution based on timing, rhythm and deception.

Bush reiterated his stand to conservatives opposing his decision on stem cell research. He said today he believes life begins at conception and ends at execution.

In the first place I remark that no human law is perfect in its construction or execution.

There's nothing so improves the mood of the Party as the imminent execution of a senior colleague.

The Supreme Court of the United States... has validated the Nazi method of execution in... concentration camps, starving them to death.

Young people are fitter to invent than to judge; fitter for execution than for counsel; and more fit for new projects than for settled business.

A really great talent finds its happiness in execution.

Donald Beardslee is set for execution this week in California. His crimes were about twenty years ago, but it will be the first execution in California in quite some time.

Guessing what the pitcher is going to throw is eighty percent of being a successful hitter. The other twenty percent is just execution.

Do not reveal what you have thought upon doing, but by wise council keep it secret being determined to carry it into execution.

A feeble execution is but another phrase for a bad execution; and a government ill executed, whatever may be its theory, must, in practice, be a bad government.

No enterprise is more likely to succeed than one concealed from the enemy until it is ripe for execution.

Went to 16 and hit a really bad 3 wood for my second shot and got stuck in the bunker about 70 yards from the pin. Poor execution, chunked it, hit a good chip up to about eight feet, missed it.

For the execution of the voyage to the Indies, I did not make use of intelligence, mathematics or maps.

An enthusiast broods over the oppression of a people till he fancies himself commissioned by Heaven to liberate them. He ventures the attempt, which ends in little else than his own execution.

A feeble executive implies a feeble execution of the government.

There must be a punitive expedition against the Jews in Russia, a punitive expedition which will expect: death sentence and execution. Then the world will see the end of the Jews is also the end of Bolshevism.

One must be entirely sensitive to the structure of the material that one is handling. One must yield to it in tiny details of execution, perhaps the handling of the surface or grain, and one must master it as a whole.

The role of the musician is to go from concept to full execution. Put another way, it's to go from understanding the content of something to really learning how to communicate it and make sure it's well-received and lives in somebody else.

Those who govern, having much business on their hands, do not generally like to take the trouble of considering and carrying into execution new projects. The best public measures are therefore seldom adopted from previous wisdom, but forced by the occasion.

I am much obliged by the favourable sentiments you express towards me, and shall be happy if I can be of service in carrying into execution your plans.

When you shoot someone who is fleeing, it's not self-defense. It's an execution.

In the final analysis, a drawing simply is no longer a drawing, no matter how self-sufficient its execution may be. It is a symbol, and the more profoundly the imaginary lines of projection meet higher dimensions, the better.

The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

The more constraints one imposes, the more one frees one's self. And the arbitrariness of the constraint serves only to obtain precision of execution.

It is most necessary to avoid rusticity in any way, whether in material, design, or execution.

Well, I think on second units it's all about execution. Because you come in there, you don't have to worry so much about the studio and all the other actors and all that.