The consumer isn't a moron. She is your wife. - David Ogilvy

H. L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to make all your layouts project that you do it unobtrusively. An ugly layout suggests an ugly product. There are very few products which do not benefit from being given a first-class ticket through life.

Candor compels me to admit to support my view that jingles are less persuasive than the spoken word. It is based on the difficulty I always experience in hearing the words in jingles, and on my experience as a door-to-door salesment; I never sang to my prospects. The advertisers who believe in the selling power of jingles have never had to sell anything.

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.