If You Can’t Be Brilliant, At Least

The Manufacturer Who Finds Himself Up The Creek Is The Short-sighted Opportunist Who Siphons Off All His Advertising Dollars For Short-term Promotions.

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.

Never Write More Than Two Pages On Any Subject.

Nowadays It Is The Fashion To Pretend That No Single Individual Is Ever Responsible For A Successful Advertising Campaign. This Emphasis On "teamwork" Is Bunkum - A Conspiracy Of The Mediocre Majority.

Many Of The Greatest Creations Of Man Have Been Inspired By The Desire To Make Money...if Oxford Undergraduates Were Paid For Their Work, I Would Have Performed Miracles Of Scholarship And Become Regius Professor Of Modern History.