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

Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.

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

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

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

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

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