Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one. - David Ogilvy

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.

Some years ago a prayer was read from the pulpit in every church in Greece, asking the Almighty to spare the Greeks from the ‘scourge’ of foreign tourism.

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.