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

Platitudes and generalities roll off the human understanding like water from a duck.

Address the people you seek, and them only

Don't think of people in the mass. That gives you a blurred view.

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

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

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