A Consumer Is Not A Moron. She's

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 More Readers.

Never Stop Testing, And Your Advertising Will Never Stop Improving.

Consumers Still Buy Products Whose Advertising Promises Them Value For Money, Beauty, Nutrition, Relief From Suffering, Social Status And So On.

I Know Of A Brewer Who Sells More Of His Beer To The People Who Never See His Advertising Than To The People Who See It Every Week. Bad Advertising Can Unsell A Product.

It Strikes Me As Bad Manners For A Magazine To Accept One Of My Advertisements And Then Attack It Editorially - Like Inviting A Man To Dinner Then Spitting In His Eye.