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

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.

Every American deserves to live in freedom, to have his or her privacy respected and a chance to go as far as their ability and effort will take them - regardless of race, gender, ethnicity or economic circumstances.

Never underestimate a child's ability to get into more trouble.

We have developed this unbelievable ability to deny. We have to. If we didn't, we'd go crazy.

To know how to hide one's ability is great skill.

It is the ability to take a joke, not make one, that proves you have a sense of humor.

The ability to deal with people is as purchasable a commodity as sugar or coffee and I will pay more for that ability than for any other under the sun.

Handcuffing the ability of states and localities to develop clean fuels in the cheapest possible way, using local resources, is not sound or sensible policy.

I realised from a very early age that God gave me a gift, and that gift was to run, and I wanted to use it to the best of my ability.

My vocal ability is very limited, but I'm fortunate in that I can write the songs around my vocal limitations.

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.

The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.

The Stones are a different kind of group. I realized that when I joined them. It's not really so much their musical ability, it's just they have a certain kind of style and attitude which is unique.

I liked his ability to deal with a lot of the negativity that surrounded him. Even though he was in a world that he didn't want to be in, he still saw the bigger picture.

We have the most flexible and adaptive economy. Making sure we sustain the ability of the American economy to perform well is really the priority of economic policy.

The system that enables the most people to earn the most success is free enterprise, by matching up people's skills, interests, and abilities. In contrast, redistribution simply spreads money around. Even worse, it attenuates the ability to earn success by perverting economic incentives.

Excellence is the unlimited ability to improve the quality of what you have to offer.

War should be the only study of a prince. He should consider peace only as a breathing-time, which gives him leisure to contrive, and furnishes as ability to execute, military plans.

Get that right, then- if you get the quality right, then the marketability or whatever; your ability to sell videos or your ability to earn money or whatever, will follow naturally. But try to be creatively lead rather than market lead. And that's important to me.

You have to open your mind. I like the ability to express myself in a deep way. It's the closest music to our humanity - it's like a folk music that rises up out of a culture.

I ask the American people to consider the legacy this administration has handed us in the defense budget as we spend billions of U.S. taxpayer dollars without the tools and ability to track these dollars.

I didn't have any problem bonding with Honey, but I was plagued with insecurities about my ability to bring up my baby.

The greatest luck that I've had has been the ability to find men and women who came into my administration who worked with me and brought extraordinary talents that we were able to take full advantage of.

My power is the ability to control water molecules and form them into ice.

Our duty, as men and women, is to proceed as if limits to our ability did not exist. We are collaborators in creation.

I respect people who feel things passionately. I do. But when someone is a judge, that is not what they should bring to the bench. It is not really passion, except in rare instances, that serves the bench well. It is, rather, an ability to understand the law and follow it.

In the last four years under the Patriot Act, we have seen a great increase in the ability of law enforcement officials to investigate and track terrorists.

The genius of the economic machine is in its ability to convert these indulgences into profitability. It converts desire into attention, a grip on our eyeballs and eardrums, which in turn can be marketed to advertisers.

The only real security that a man can have in this world is a reserve of knowledge, experience and ability.

An overstretched military undermines homeland security and our ability to meet threats around the world.

Human beings are accustomed to think of intellect as the power of having and controlling ideas and of ability to learn as synonymous with ability to have ideas. But learning by having ideas is really one of the rare and isolated events in nature.

My colleagues have expressed confidence in my ability to articulate our conservative message and to provide new focus to our efforts in the General Assembly.

I think women have an innate ability to be intuitive with people that they truly love, but they have to trust that inner voice, and I think it is there. I think we are more intuitive than men.

Natural ability without education has more often attained to glory and virtue than education without natural ability.

What comprises good performance? The ability through singing or playing to make the ear conscious of the true content and affect of a composition.

If I could have anything right now, it would be the ability to continue as secretary of state.

We help people to begin truly healthful diets, and it is absolutely wonderful to see, not only their success, but also their delight at their ability to break old habits and feel really healthy for a change.

I believe in the America people's ability to govern themselves. If government would just get out of the way and allow them to lead their lives as they choose, they will succeed.