Play To Win, But Enjoy The Fun.

There Isn’t Any Significant Difference Between The Various Brands Of Whiskey, Or Cigarettes Or Beer. They Are All About The Same. And So Are The Cake Mixes And The Detergents, And The Margarines… The Manufacturer Who Dedicates His Advertising To Building The Most Sharply Defined Personality For His Brand Will Get The Largest Share Of The Market At The Highest Profit.

There Is One Catagory Of Advertising Which Is Totally Uncontrolled And Flagrantly Dishonest: The Television Commercials For Candidates In Presidential Elections.

Never Use Jargon Words Like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They Are Hallmarks Of A Pretentious Ass.

Compete With The Immortals

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.