To Advertisers: "do Not Compete

Tell The Truth, But Make The Truth Fascinating.

Sound An Alarm! Advertising, Not Deals, Builds Brands.

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

You Cannot Bore People Into Buying Your Product - You Can Only Interest Them In Buying It.

There Are Now Unmistakeable Signs Of A Trend In Favor Of Superior Products At Premium Prices. The Consumer Is Not A Moron, She Is Your Wife.