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.

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.

The heart's memory eliminates the bad and magnifies the good.

In the past 3-4 years I've developed a habit of keeping numerous small cassette recorders in my house and in a bag with me so that I'm able to commit to tape memory song ideas on a constant basis.

We can invent only with memory.

Happiness is nothing more than good health and a bad memory.

The past is still visible. The buildings haven't changed, the layout of the streets hasn't changed. So memory is very available to me as I walk around.

In my fifty years of experience and memory, I have seen the most amazing increase in the standard of living of a people ever achieved anywhere in the world. This is why I am so sure that our system of free competition and industrial development is sound and must be preserved.

I've a grand memory for forgetting.

To be a character who feels a deep emotion, one must go into the memory's vault and mix in a sad memory from one's own life.

Anyone who conducts an argument by appealing to authority is not using his intelligence; he is just using his memory.

As memory may be a paradise from which we cannot be driven, it may also be a hell from which we cannot escape.

He is indebted to his memory for his jests and to his imagination for his facts.

My memory of my mom is a wine glass in one hand and a cigarette in the other. She was a runway fashion model, and she was quite a glamorous woman.

The industry's memory is quite short, it's true.

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.

The last four years have not diluted the memory or weakened the resolve of our citizens. Four years later, our hearts still hurt for the families whose loved ones were murdered that day.

Never make your home in a place. Make a home for yourself inside your own head. You'll find what you need to furnish it - memory, friends you can trust, love of learning, and other such things. That way it will go with you wherever you journey.

Nothing fixes a thing so intensely in the memory as the wish to forget it.

Indeed, as the above calculation indicates, to take full advantage of the memory space available, the ultimate laptop must turn all its matter into energy.

No man surely has so short a memory as the American.

Memory is the first casualty of middle age, if I remember correctly.

That past is still within our living memory, a time when neighbour helped neighbour, sharing what little they had out of necessity, as well as decency.

Memory is the treasury and guardian of all things.

Intelligence is the wife, imagination is the mistress, memory is the servant.

We photographers deal in things which are continually vanishing, and when they have vanished there is no contrivance on earth can make them come back again. We cannot develop and print a memory.

A great memory is never made synonymous with wisdom, any more than a dictionary would be called a treatise.

His name, Buzz, fits. He can buzz along at 40 miles an hour when his genetic memory moves him.

Perhaps, to the uninformed, it may appear unaccountable that a man should be able to retain in his memory such a variety of learning; but the close alliance with each other, of the different branches of science, will explain the difficulty.

Of these years nought remains in memory but the sad feeling that we have advanced and only grown older.

Hill Street Blues might have been the first television show that had a memory. One episode after another was part of a cumulative experience shared by the audience.

Memory is very important, the memory of each photo taken, flowing at the same speed as the event. During the work, you have to be sure that you haven't left any holes, that you've captured everything, because afterwards it will be too late.

I was never very good at exams, having a poor memory and finding the examination process rather artificial, and there never seemed to be enough time to follow up things that really interested me.

A lot of people mistake a short memory for a clear conscience.

History is a people's memory, and without a memory, man is demoted to the lower animals.

In a memoir, I think, the contract implies a certain degree of truth. I think you have to be as true to your memory and your experience as you possibly can.

I just hope it grows into where it was before because I want my son to see it. I want him to have a positive memory of it going forward, so he can be proud of his daddy.

Memory, so complete and clear or so evasive, has to be ended, has to be put aside, as if one were leaving a chapel and bringing the prayer to an end in one's head.

That is my major preoccupation, memory, the kingdom of memory. I want to protect and enrich that kingdom, glorify that kingdom and serve it.