The Best Leaders Are Apt

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.

Viewers Have A Way Of Remembering The Celebrity While Forgetting The Product. I Did Not Know This When I Paid Eleanor Roosevelt $35,000 To Make A Commercial For Margarine. She Reported That Her Mail Was Equally Divided. "one Half Was Sad Because I Had Damaged My Reputation. The Other Half Was Happy Because I Had Damaged My Reputation." Not One Of My Proudest Memories.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

Senior Men Have No Monopoly On Great Ideas. Nor Do Creative People. Some Of The Best Ideas Come From Account Executives, Researchers And Others. Encourage This, You Need All The Ideas You Can Get.

Nobody Should Be Allowed To Create General Advertising Until He Has Served His Apprenticeship In Direct-response