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

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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

If a claim is worth making, make it in the most impressive way.

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

The advertising man who spares the midnight oil will never get very far.

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