Advertising is much like war, minus the venom

People don't buy from clowns.

Don't, to gain general and useless attention, sacrifice the attention that you want

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

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

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.