The day after a new business presentation, send the prospect a three-page letter summarizing the reasons why he should pick your agency. This will he… - David Ogilvy

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

First, study the product you are going to advertise. The more you know about it, the more likely you are to come up with a big idea for selling it.

Research has shown that commercials which open with a dramatic visual hold their audience better than commercials which don’t. If you are advertising a fire extinguisher, open with the fire.