It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover th… - David Ogilvy

Research shows that the readership of an advertisement does not decline when it is run several times in the same magazine. Readership remains at the same level throughout at least four repetitions.

It takes uncommon guts to stick to one style in the face of all the pressures to “come up with something new” every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains and the stability to stick with it over a long period.

It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.