Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?

I always said that mega-mergers were for megalomaniacs.

Positioning should be decided before the advertising is created

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

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

I do not regard advertising as entertainment or an art form, but as a medium of information.

You will never win fame and fortune unless you invent big ideas.