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.

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

You're going through the horror of it, you're going through the isolation of it but you're being empowered by reminding yourself that you're connected to everybody else.

Solitude vivifies; isolation kills.

There's a real purity in New Zealand that doesn't exist in the states. It's actually not an easy thing to find in our world anymore. It's a unique place because it is so far away from the rest of the world. There is a sense of isolation and also being protected.

I rent houses in LA when I'm filming. I find the isolation there terrifying. There's nowhere to go, there's nowhere to be with people. I'm not a beach bunny.

My habit of glorifying things far away in space and time, also contributed to my social isolation.

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.

Isolation is a dream killer.

Isolation is a self-defeating dream.

Earth's dispossessed are vulnerable targets for extremists: those who teach that global justice is meaningless; that satisfaction can come only in violence, division, and intellectual isolation.

The one happiness is to shut one's door upon a little room, with a table before one, and to create; to create life in that isolation from life.

Tasmanian history is a study of human isolation unprecedented except in science fiction - namely, complete isolation from other humans for 10,000 years.

The geographical isolation and lack of television made world happenings and problems seem remote.

People can undergo a sudden change of thinking and loyalties under threat of death or intense social pressure and isolation from friends and family.

One of the biggest changes that ever occurred in my life was going from the isolation of working part-time as a house painter in Henderson County, to Cornell, where everybody was a literary person.

The home stands in contrast to all other capitalist institutions as the last stronghold of pre-capitalist isolation.

There is no way that writers can be tamed and rendered civilized or even cured. The only solution known to science is to provide the patient with an isolation room, where he can endure the acute stages in private and where food can be poked in to him with a stick.

If isolation tempers the strong, it is the stumbling-block of the uncertain.

There's something to be said in favor of working in isolation in the real world.

And with each day that passed, the gulf broadened and my isolation became more accentuated. In such a situation, the discovery that my experience was not unique, that it had also been that of other Spanish intellectuals, became very important for me.

Isolation is the sum total of wretchedness to a man.