The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising

It is the inescapable duty of management to fire incompetent people.

I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

I prefer the discipline of knowledge to the anarchy of ignorance.

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.