Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

We don't ask research to do what it was never meant to do, and that is to get an idea.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Advertising doesn't create a product advantage. It can only convey it.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

The most powerful element in advertising is the truth.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

Nobody counts the number of ads you run; they just remember the impression you make.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

An idea can turn to dust or magic, depending on the talent that rubs against it.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

In advertising not to be different is virtually suicidal.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

In communications, familiarity breeds apathy.

Today's smartest advertising style is tomorrow's corn.

Properly practiced creativity can make one ad do the work of ten.

I warn you against believing that advertising is a science.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

If your advertising goes unnoticed, everything else is academic.

Our job is to bring the dead facts to life.

Word of mouth is the best medium of all.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Because an appeal makes logical sense is no guarantee that it will work.

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

A principle isn't a principle until it costs you something.

We don't ask research to do what it was never meant to do, and that is to get an idea

There is no executive order; there is no law that can require the American people to form a national community. This we must do as individuals and if we do it as individuals, there is no President of the United States who can veto that decision.

Young people discovering their sexuality must know they walk with a strong tradition and that they are not alone. They have a right to information without being pressured.

Many are needed to plant and water what has been planted now that the faith has spread so far and there are so many people... No matter who plants or waters, God gives no harvest unless what is planted is the faith of Peter and unless he agrees to his teachings.

DJs and people in the street know what they like.

People who keep stiff upper lips find that it's damn hard to smile.

Some people are directors and I think they should stay behind the camera.

We dominated Survivor - there is no way we would not dominate that, too. I can see it already, us making deals with people. That's the best part, and with the Race, it would be even more fun because I've got a lot of tricks up my sleeve.

I'm getting a wider circle of fans now. More women, more middle class people.

We must support initiatives that provide clear, concrete measures and milestones that our troops need for defeating the insurgency, building up Iraqi security forces, and handing over Iraq to the Iraqi people.

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.

Well concerning the world records that I did, I think it helps a lot to me, yeah. I think it's a very individual thing because I heard some people say, like, oh I don't like it at all. But I definitely, for me it really made a big difference.

My goal is, of course, for this show to do well, and I would love it if people liked it.

I hate wasting people's time.

Religions get lost as people do.

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.

The people of England are the most enthusiastic in the world.

The avantgarde are people who don't exactly know where they want to go, but are the first to get there.

My theory is if you have a religion, it's a good one. Because some people don't have any at all.

It's sometimes shocking to find out what people really believe in.

That's Tommy, this great producer who comes in contact with people and must have a mental library of personnel who are great for this and great for that, and he brought this whole group of musicians to the project that I'd never worked with before.