Nobody Has Ever Built A Brand By

Training Should Not Be Confined To Trainees. It Should Be A Continuous Process, And Should Include The Entire Professional Staff Of The Agency. The More Our People Learn, The More Useful They Can Be To Our Clients.

What Is A Good Advertisement? An Advertisement Which Pleases You Because Of Its Style, Or An Advertisement Which Sells The Most? They Are Seldom The Same.

If It Is Something Important, Get A Colleague To Improve It.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.