Positioning should be decided before the advertising is created

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.

The only marketers who know what the hell they're doing are those who have worked in sales

People don't buy a new detergent because the manufacturer told a joke on television last night.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.