Every Advertisement Is Part Of The Long

The Temptation To Entertain Instead Of Selling Is Contagious.

There Are Now Unmistakeable Signs Of A Trend In Favor Of Superior Products At Premium Prices. The Consumer Is Not A Moron, She Is Your Wife.

You Have Only 30 Seconds In A Tv Commercial. If You Grab Attention In The First Frame With A Visual Surprise, You Stand A Better Chance Of Holding The Viewer. People Screen Out A Lot Of Commercials Because They Open With Something Dull. When You Advertise Fire-extinguishers, Open With The Fire.

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.

The Pursuit Of Excellence Is Less Profitable Than The Pursuit Of Bigness, But It Can Be More Satisfying.