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

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

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

Advertising is much like war, minus the venom

Genius is the art of taking pains

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.