What Really Decides Consumers To

Experience Has Taught Me That Advertisers Get The Best Results When They Pay Their Agency A Flat Fee. It Is Unrealistic To Expect Your Agency To Be Impartial When Its Vested Interest Lies Wholly In The Direction Of Increasing Your Commissionable Advertising.

While You Are Responsible To Your Clients For Sales Results, You Are Responsible To Consumers For The Kind Of Advertising You Bring Into Their Homes.

To Advertisers: "do Not Compete With Your Agency In The Creative Area. Why Keep A Dog And Bark Yourself?"

If You Tell Lies About A Product, You Will Be Found Out - Either By The Government, Which Will Prosecute You, Or By The Consumer, Who Will Punish You By Not Buying Your Product A Second Time.

Nobody Should Be Allowed To Create General Advertising Until He Has Served His Apprenticeship In Direct-response