The Consumer Isn't A Moron; She Is

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.

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

The Consumer Isn't A Moron; She Is Your Wife. You Insult Her Intelligence If You Assume That A Mere Slogan And A Few Vapid Adjectives Will Persuade Her To Buy Anything. She Wants All The Information You Can Give Her.

When You Advertise Fire Extinguishers, Open With The Fire.

I Don't Believe In Tricky Advertising, I Don't Believe In Cute Advertising, I Don't Believe In Comic Advertising. The People Who Perpetrate That Kind Of Advertising Never Had To Sell Anything In Their Lives