Research Can Trap You Into The Past.

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.

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.

You Cannot Sell A Man Who Isn't Listening; Word Of Mouth Is The Best Medium Of All; And Dullness Won't Sell Your Product, But Neither Will Irrelevant Brilliance.

Logic And Over-analysis Can Immobilise And Sterilize An Idea. It's Like Love. The More You Analyse It, The More It Disappears.

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.