Never Write More Than Two Pages On

Great Marketing Only Makes A Bad Product Fail Faster.

It Takes Uncommon Guts To Stick To One Style In The Face Of All The Pressures To 'come Up With Something New' Every Six Months. It Is Tragically Easy To Be Stampeded Into Change. But Golden Rewards Await The Advertiser Who Has The Brains To Create A Coherent Image, And The Stability To Stick With It Over A Long Period.

It Is The Inescapable Duty Of Management To Fire Incompetent People.

Advertising Is A Business Of Words, But Advertising Agencies Are Infested With Men And Women Who Cannot Write. They Cannot Write Advertisements, And They Cannot Write Plans. They Are Helpless As Deaf Mutes On The Stage Of The Metropolitan Opera.

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.