I Regard A Great Ad As The

There's No Such Thing As 'hard Sell' And 'soft Sell.' There's Only 'smart Sell' And 'stupid Sell.'

I Have Learned That You Can’t Have Good Advertising Without A Good Client, That You Can’t Keep A Good Client Without Good Advertising, And No Client Will Ever Buy Better Advertising Than He Understands Or Has An Appetite For.

When You Reach For The Stars You May Not Quite Get One, But You Won't Come Up With A Handful Of Mud Either.

I Have Learned That Trying To Guess What The Boss Or The Client Wants Is The Most Debilitating Of All Influences In The Creation Of Good Advertising.

Good Advertising Is A Happy Wedding Of Words And Pictures, Not A Contest Between Them.