Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

Changing people's habits is very expensive

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Impressive claims are made far more impressive by making them exact