Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed.
Never stop testing, and your advertising will never stop improving.
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent
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
The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living
A good advertisement is one which sells the product without drawing attention to itself.
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