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If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.

There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.

Advertising at its worst will be killed by the Internet. And rightly so.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.

Great advertising, in and of itself, becomes a benefit of the product.

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

While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.

One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we're already familiar with the advertiser in question and have a positive opinion of them.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.