Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

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

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

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

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

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

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