Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

Platitudes and generalities roll off the human understanding like water from a duck.

Curiosity is one of the strongest human incentives

The man who wins out and survives does so only because of superior science and strategy.

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

My biggest asset is my combination of size and speed.

The dinosaurs's eloquent lesson is that if some bigness is good, an overabundance of bigness is not necessarily better.

The excuses we make to ourselves when we want to do something are excellent material for soliloquies, for they are rarely made except when we are alone, and are very often made aloud.

Love is best a phantom than reality, better in the chase than caught.

A vague uncritical idealism always lends itself to ridicule and too much of it might be a danger to mankind, leading it round in a futile wild-goose chase for imaginary ideals.

Camera and eye are together a time machine with which the mind and human being can do the same kind of violence to time and space as dreams.

If you want to do something, anything, with all your heart, you will find a way.

I'm a sucker for nice religious leaders. I fall for it every time.

I don't do anything for the money.