The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
Advertising reflects the mores of society, but it does not influence them.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.
Ninety-nine percent of advertising doesn't sell much of anything.
The consumer isn't a moron; she is your wife.
