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

When you advertise fire extinguishers, open with the fire.

Ninety-nine percent of advertising doesn't sell much of anything.

Positioning should be decided before the advertising is created

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.

First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.