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

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

In '87, I used to do this awful, awful James Brown impression.

Churchill was one of the few men I have met who even in the flesh give me the impression of genius. George Bernard Shaw is another. It is amusing to know that each thinks the other is overrated.

When I first started editing GQ, it gave the impression of being, and in fact was, a gay magazine. There were female models in it and there were women on the cover, but the boys were always much, much more beautiful than the girls.

Politics is too partisan, and sometimes patriotism is cast aside. Patriotism is honor and love of your country and your brothers and sisters. With politics I get the impression that it's all about what's good for the party and not necessarily what's good for the country.

Religion, you know, enters very deep; in reality it is the deepest impression I have in speaking to people, that they are or that they are not of my religion.

The impression I have of Justice Warren is that he was looking for the just result in a case regardless of fixed dogma or principles and I like to think that I'm in that mold.

There is no spot of ground, however arid, bare or ugly, that cannot be tamed into such a state as may give an impression of beauty and delight.

Getting the Oscar had the biggest impression on me.

Whatever makes an impression on the heart seems lovely in the eye.

A quiet impression could be a personal instruction from the Lord. It is personal and private. It comes from the Lord. Why is it important to keep sacred writings private? Because then He will give us more.

This whole fuss did not only damage Fischer's image, but that of the USA as well. The way the Americans treated one of their most popular citizens did not make a positive impression worldwide.

I've no idea what they make of me. People usually don't recognise themselves in an impression.

The British do not expect happiness. I had the impression, all the time that I lived there, that they do not want to be happy; they want to be right.

A poor choice of words conveyed to some the impression that I embrace the discarded policies of the past. Nothing could be further from the truth, and I apologize to anyone who was offended by my statement.

My first impression when I made it through was 'Good, because I'm going to prove to you that I deserve to be here', because they told me that sometimes I lack confidence in my performance and sometimes I'm not as consistent as they'd like me to be.

For me it's always about first impressions. I trust my instincts. I love to prepare if it's something that requires training. But I don't like to prepare the psychology too much. I enjoy the psychology of the character but I work better from a first impression.

My first public impression was my French teacher, Derek Swift.

The majority of them give the impression of being men who have been drafted into the job during a period of martial law and are only waiting for the end of the emergency to get back to a really congenial occupation such as slum demolition or debt collecting.

My impression was, he's walking as though he's made of glass, and if you should touch him he would just shatter apart. I don't know if it was an act or what, but it sure was effective.

I am sure that the sad days and happenings were rare, and that I lived the joyous and careless life of other children; but just because the happy days were so habitual to me they made no impression upon my mind, and I can no longer recall them.