If You Ever Have The Good Fortune

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.

I Once Found Myself Conspiring With A British Cabinet Minister As To How We Might Persuade Her Majesty's Treasury To Cough Up More Money For The British Travel Advertising In America. Said He, "why Does Any American In His Senses Spend His Vacation In The Cold Damp Of An English Summer When He Could Equally Well Bask Under Italian Skies? I Can Only Suppose That Your Advertising Is The Answer." Damn Right.

Great Hospitals Do Two Things. They Look After Patients, And They Teach Young Doctors. We Look After Clients, And We Teach Young Advertising People.

What You Say In Advertising Is More Important Than How You Say It.

Candor Compels Me To Admit That I Have No Conclusive Research To Support My View That Jingles Are Less Persuasive Than The Spoken Word. You'd Run Like Hell If A Salesman Came To Your Door And Began Singing At You. Why Do It In Advertising?