I Never Write Fewer Than

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.

Every Ad Is An Investment In The Long-term Image Of A Brand.

If You Have A Truly Big Idea, The Wrong Technique Won't Kill It. And If You Don't Have A Big Idea, The Right Technique Won't Help You

The More Informative Your Advertising, The More Persuasive It Will Be.

Make Sure You Have A Vice President In Charge Of Your Revolution, To Engender Ferment Among Your More Conventional Colleagues.