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

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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

A man coined to superlative must expect that his every statement will be taken with some caution

The man who wins out and survives does so only because of superior science and strategy.

Impressive claims are made far more impressive by making them exact

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.