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.

The consumer isn't a moron; she is your wife.

A good advertisement is one which sells the product without drawing attention to itself.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

The more informative your advertising, the more persuasive it will be.

I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Our business is infested with idiots who try to impress by using pretentious jargon.

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

Tell the truth, but make the truth fascinating.

Life demands that we live to care for others instead of living to care for self

You have to earn your right to win the game with effort and togetherness

Imagine if your business burned down and you had to walk across the street and start again, what would you do differently?

After the break up of the municipality and the loss of his income my father lost health and spirits.

Simply stated, there is no doubt that Saddam Hussein now has weapons of mass destruction. There is no doubt he is amassing them to use against our friends, against our allies, and against us.

I do not like to "interest" the public with myself.

Freedom may be a value in politics, but it is not a value in morals.

Without time,” the angel said, “you have only the bottomless, shapeless mire of eternity.” “FYI, philosophy bores me.” “Not philosophy. Reality. Time is what gives life significance.

Sports taught me that I can make a mistake one minute, let it go, and be brilliant the next.

The young actors coming out of the Universities are well trained.