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

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

I became hooked on the idea of being able to shoot an image and process it myself, and end up with a product.

After I'd produced about two dozen pen and ink drawings, one evening I decided that they needed poems to accompany them. I still have no idea where that notion came from, but it took me about two hours to produce verses for these creatures.

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.

What's fascinating is that when you write a script, it's almost a stream of consciousness. You have an idea that it means something, but you're not always sure what. Then when you get on the set, the actors teach you.

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.

From the beginning, the series has been story driven - I began with a story idea - but research feeds it.

Then I decided I couldn't just crawl in the corner and die, so I started putting pen to paper and wrote some songs. I had no idea what for or who I was going to work with. I tried to find my way and direction.

The idea is, if I can't heal from my art, then how can you heal?

There is sometimes a peculiar confusion in the West that equates progress to whatever is recent or whatever is new, and it is time we understood that progress has nothing to do with the chronology of an idea.

The idea of licking stamps seemed great fun for me.

Learn about the world, the way it works, any kind of science and anthropology, it's really an interesting place we live in. Evolution is a really fantastic idea, even more than the idea of God I think.

It's slightly complicated for people to grasp the idea of a head of state in human form.

As far as I know, only a small minority of mathematicians, even of those with Platonist views, accept the idea that there may be mathematical facts which are true but unknowable.

So my idea of neurotic is spending too much time trying to correct a wrong. When I feel that I'm doing that, then I snap out of it.

I'm into the idea of responsibility and edification and these things have found me and I have found them. I wanted to be in the movie and I made it known to Mike.

Religion has caused more harm than any other idea since the beginning of time. There's nothing good I can say about it. People use it as a crutch.

Many of the Europeans who want Israel to go away don't even know why they do. Nearly a third of those interviewed concede they have no idea what the Israeli-Palestinian conflict is all about. It's enough to know that Israelis are Jews.

It was an idea we had when Al was in the Senate - to organize and moderate an annual conference that would look at government policy through the lens of the family to help identify ways that the family can be supported and strengthened.

Growing up in Hollywood it seemed like every kid was the child of some star. We had no idea that other people would think we were special, because there was no other lifestyle to compare it to.

When employers tell me they prefer married men, and encourage their men to have homes of their own, because it makes them so much steadier, I wonder if they have any idea of all that that implies.