I saw the head chef at the Hotel Majestic fire a pastry cook because the poor devil could not get his brioches to rise straight. This ruthlessness ma… - David Ogilvy

Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers.

Dr. Gallup reports that if you say something which you don’t also illustrate, the viewer immediately forgets it. I conclude that if you don’t show it there is no point in saying it. Try running your commercial with the sound turned off; if it doesn’t tell without sound, it is useless.

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.