I warn you against believing that advertising is a science.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

Research can trap you into the past.

Because an appeal makes logical sense is no guarantee that it will work.

Today's smartest advertising style is tomorrow's corn.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

If your advertising goes unnoticed, everything else is academic!