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

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.

I became hooked on the idea of being able to shoot an image and process it myself, and end up with a product.

After I'd produced about two dozen pen and ink drawings, one evening I decided that they needed poems to accompany them. I still have no idea where that notion came from, but it took me about two hours to produce verses for these creatures.

Yeah, that's what kind of, we get the idea a little bit yeah, because other people from different countries also try as hard as they can to get a medal or a gold medal in the Olympic Games. And you know, if they can work hard, we can work hard as well.

What's fascinating is that when you write a script, it's almost a stream of consciousness. You have an idea that it means something, but you're not always sure what. Then when you get on the set, the actors teach you.

I also do not like the idea of soft money, these issue ads - people don't know where the money is coming from, millions and millions of dollars outside of the control of a candidate - there's no accountability.

From the beginning, the series has been story driven - I began with a story idea - but research feeds it.

Then I decided I couldn't just crawl in the corner and die, so I started putting pen to paper and wrote some songs. I had no idea what for or who I was going to work with. I tried to find my way and direction.

The idea is, if I can't heal from my art, then how can you heal?

There is sometimes a peculiar confusion in the West that equates progress to whatever is recent or whatever is new, and it is time we understood that progress has nothing to do with the chronology of an idea.

The idea of licking stamps seemed great fun for me.

Learn about the world, the way it works, any kind of science and anthropology, it's really an interesting place we live in. Evolution is a really fantastic idea, even more than the idea of God I think.

It's slightly complicated for people to grasp the idea of a head of state in human form.

As far as I know, only a small minority of mathematicians, even of those with Platonist views, accept the idea that there may be mathematical facts which are true but unknowable.

So my idea of neurotic is spending too much time trying to correct a wrong. When I feel that I'm doing that, then I snap out of it.

I'm into the idea of responsibility and edification and these things have found me and I have found them. I wanted to be in the movie and I made it known to Mike.

Religion has caused more harm than any other idea since the beginning of time. There's nothing good I can say about it. People use it as a crutch.

Many of the Europeans who want Israel to go away don't even know why they do. Nearly a third of those interviewed concede they have no idea what the Israeli-Palestinian conflict is all about. It's enough to know that Israelis are Jews.

It was an idea we had when Al was in the Senate - to organize and moderate an annual conference that would look at government policy through the lens of the family to help identify ways that the family can be supported and strengthened.

Growing up in Hollywood it seemed like every kid was the child of some star. We had no idea that other people would think we were special, because there was no other lifestyle to compare it to.

When employers tell me they prefer married men, and encourage their men to have homes of their own, because it makes them so much steadier, I wonder if they have any idea of all that that implies.

As a matter of fact they'd blacken us down. I guess there's a reason that according to what the Caucasian wanted us to look like. He wanted us to look-if we were Black, then he had his idea of what we look like.

All my pictures are built around the idea of getting in trouble and so giving me the chance to be desperately serious in my attempt to appear as a normal little gentleman.

I understand about this idea of terror and what it means to Americans and this idea that we can't just walk around free like we did; life has changed.

In The Name of the King is the right title. To be honest, I don't know who had the final idea for the title but I liked it and it has a strong connection to the movie's story.

Yeah, I had an idea to make a very scary movie, based on a kind of serial murderer that preys on tourists.

When an idea exclusively occupies the mind, it is transformed into an actual physical or mental state.

Well, it was actually - I brought the idea of doing a documentary to HBO back in 2000, when there were some press reports sort of were bandied about that there were going to TV movies based on some of the books that were out.

When you left on Saturday, I felt a horrible void, I saw you everywhere, on the beach, in your room, in the garden: impossible for me to get used to the idea that you had left.

The due process of law as we use it, I believe, rests squarely on the liberal idea of conflict and resolution.

China's idea of fair trade is government subsidies of its textile and apparel exports to the United States, currency manipulation, and forgiveness of loans by its government banks.

I do to keep things sounding fresh. Sometimes just changing the running order of the show is a good idea.

When I was a kid, the idea of why I wanted acting to be the thing I do for the rest of my life was different. It was, Oh yeah, I'll get girls and be famous.

One of the things I've really gotten past in the last couple of years is the idea of being made uncomfortable by the way things appear, rather than how things are. Clearly in this business you have to contend with a lot of that.

I look at the story, I look at the idea and just try to think of it in terms of that whole body of myth and see where the characters fit in and what they ought to be doing-all those archetypes are there to play with.

I had an idea of what I thought was funny. It's kind of based on how I am.

Because when the film was first mooted, the Beatles didn't like the idea at all. In fact they wouldn't have any part in it. And when Brian had committed them, it was part of a deal he did with United Artists, I think.

Indeed, whenever a new idea is developed, as for example ballooning, warfare immediately takes possession.