Adapt Your Techniques To An Idea, Not

All Of Us Who Professionally Use The Mass Media Are The Shapers Of Society. We Can Vulgarise That Society. We Can Brutalise It. Or We Can Help Lift It Onto A Higher Level.

The Heart Of Creativity Is Discipline.

Because An Appeal Makes Logical Sense Is No Guarantee That It Will Work.

Forget Words Like 'hard Sell' And 'soft Sell.' That Will Only Confuse You. Just Be Sure Your Advertising Is Saying Something With Substance, Something That Will Inform And Serve The Consumer, And Be Sure You're Saying It Like It's Never Been Said Before.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.