Positioning Should Be Decided Before The Advertising

If You Tell Lies About A Product, You Will Be Found Out - Either By The Government, Which Will Prosecute You, Or By The Consumer, Who Will Punish You By Not Buying Your Product A Second Time.

Encourage Innovation. Change Is Our Lifeblood, Stagnation Our Death Knell.

What Really Decides Consumers To Buy Or Not To Buy Is The Content Of Your Advertising, Not Its Form.

Many Manufacturers Secretly Question Whether Advertising Really Sells Their Product, But Are Vaguely Afraid That Their Competitors Might Steal A March On Them If They Stopped.

The Only Marketers Who Know What The Hell They're Doing Are Those Who Have Worked In Sales