Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

Write the way you talk. Naturally.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

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.

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

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 can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.