Sublime

Don’t keep a dog and bark yourself Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

If you want to know more about direct response, start by reading Successful Direct Marketing Methods by Bob Stone, published by Crain Books in Chicago.

‘position’ your product.

Ogilvy called it “the Big Idea.” The concept was that every great promotion has, at its core, a single, powerful idea.

In 1919 Rubicam moved to N.W. Ayer, then the largest agency in the country. There he wrote campaigns which have been included in every anthology of great advertisements, including ‘The Instrument of the Immortals’ for Steinway and ‘The Priceless Ingredient’ for Squibb.

Captions should appear under all your photographs. Twice as many people read them as read body copy. And use your captions to sell. The best captions are mini-advertisements in themselves.

I do not regard advertising as entertainment or an art form, but as a medium of information.