When Procter & Gamble uses a continuing character to sell a brand, he or she is always an unknown actor or actress, never a celebrity.

Now look at the advertisements in the same magazines. You will see that: O Illustrations are given priority over copy. O The copy is often set in sanserif, which is hard to read; we are accustomed to serifs in books, magazines and newspapers. O The copy is often set in one column of 120 characters or more – too wide to be readable. O Few of the pho

‘There isn’t much to choose between surgeons in manual dexterity. What distinguishes the great surgeon is that he knows more than other surgeons’

It puzzles me why so few agencies advertise themselves.

If you can scrape up the money, use space advertising as well, but don’t start it unless you mean to do it consistently. Young & Rubicam advertised in every issue of Fortune for 40 years.

natural charmers. They are not bullies. They encourage communications upwards, and are good listeners. Many of them drink too much, and read little except office paper, in which they drown.

Leo Burnett said it better, ‘When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.’

In a Harvard Business Review article, Professor William K. Hall reported on a study of eight industries, from steel to beer. The most successful companies were those that best differentiated their product or service.

Research can tell you how many people read your advertisements, and how many remember them. What do grown-ups read in newspapers? The comic strips? The editorials? The weather? The stock market? The sports pages? The main news items? The columnists? Until Gallup came along, editors hadn’t the faintest idea who read what.