Adapt Your Techniques To An Idea, Not

If Your Advertising Goes Unnoticed, Everything Else Is Academic!

A Great Ad Campaign Will Make A Bad Product Fail Faster. It Will Get More People To Know It's Bad.

The World Has Progressed To The Point Where It's Most Powerful Force Is Public Opinion. And I Believe That In This World It Is Not The Great Book Or Epic Play, As Once Was The Case, That Will Shape That Opinion, But Those Who Understand Mass Media And The Techniques Of Mass Persuasion...we Must Not Just Believe In What We Sell. We Must Sell What We Believe In. And We Must Pour A Vast Energy Into Those Causes.

Because An Appeal Makes Logical Sense Is No Guarantee That It Will Work.

An Idea Can Turn To Dust Or Magic, Depending On The Talent That Rubs Against It.