A Consumer Is Not A

Advertising People Who Ignore Research Are As Dangerous As Generals Who Ignore Decodes Of Enemy Signals.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

The Worst Fault A Salesman Can Commit Is To Be A Bore. Foster Any Attempt To Talk About Other Things; The Longer You Stay The Better You Get To Know The Prospect, And The More You Will Be Trusted.

The Best Idea Is The Simplest.

Nowadays It Is The Fashion To Pretend That No Single Individual Is Ever Responsible For A Successful Advertising Campaign. This Emphasis On "teamwork" Is Bunkum - A Conspiracy Of The Mediocre Majority.