The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

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

Picture what others wish to be, not what they may be now

Impressive claims are made far more impressive by making them exact

The time has come when advertising has in some hands reached the status of a science.

Changing people's habits is very expensive