Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

Positioning should be decided before the advertising is created