Study The Methods Of Your Competitors And

Every Advertisement Should Be Thought Of As A Contribution To The Complex Symbol Which Is The Brand Image.

The Headline Is The 'ticket On The Meat.' Use It To Flag Down Readers Who Are Prospects For The Kind Of Product You Are Advertising.

It Strikes Me As Bad Manners For A Magazine To Accept One Of My Advertisements And Then Attack It Editorially - Like Inviting A Man To Dinner Then Spitting In His Eye.

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

I Don't Believe In Tricky Advertising, I Don't Believe In Cute Advertising, I Don't Believe In Comic Advertising. The People Who Perpetrate That Kind Of Advertising Never Had To Sell Anything In Their Lives