If You Have A Truly Big Idea,

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

As A Private Person, I Have A Passion For Landscape, And I Have Never Seen One Improved By A Billboard. Where Every Prospect Pleases, Man Is At His Vilest When He Erects A Billboard. When I Retire From Madison Avenue, I Am Going To Start A Secret Society Of Masked Vigilantes Who Will Travel Around The World On Silent Motor Bicycles, Chopping Down Posters At The Dark Of The Moon. How Many Juries Will Convict Us When We Are Caught In These Acts Of Beneficent Citizenship?

Claude Hopkins.. Maintained That Nobody With A College Education Could Write An Advertisement Addressed To The Mass Millions. That's Absolute Poppycock.

In Most Agencies, Account Executives Outnumber The Copywriters Two To One. If You Were A Dairy Farmer, Would You Employ Twice As Many Milkers As You Had Cows?