Advertising isn't a science. It's persuasion. And persuasion is an art.
A principle isn't a principle until it costs you something.
Advertising is the art of persuasion.
Persuasion is not a science but an art
Advertising doesn't create a product advantage. It can only convey it.
Creativity is the most practical thing a businessman can employ.
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
Word of mouth is the best medium of all.
If your advertising goes unnoticed, everything else is academic!
In advertising, not to be different is virtually suicidal.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
I warn you against believing that advertising is a science.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.