· Regard advertising as part of the product, to be treated as production cost, not a selling cost. · Keep your eye to the heavy users. Advertising is the cheapest form of selling. · It pays to make your poster a 'visual scandal'. · It is a mistake to put a period at the end of headlines. · Commercials with a large content of nostalgia, charm and even sentimentality can be enormously effective. · Cartoons can sell things to children, but they are below average in selling to grown-ups. · Use the brand name within the first ten seconds. · Show the package. · In commercials for food, the more appetizing you make it look, the more you sell. It has been found that food in motion looks particularly appetizing. · It is a good thing to use close-ups when your product is the hero of your commercial. The closer you get on the product, the more you make people's mouths water. · Grab the viewer's attention in the first frame with a visual surprise. · When you have nothing to say, sing it. · While music does not add to the selling power of commercial, sound effects can make a positive difference. · Avoid visual banality. If you want the viewer to pay attention to your commercial, show her something she has never seen before. · Show the product in use. It pays to show he product being used, and if possible, the end-result of using it. · Everything is possible on TV. · Mis-comprehension. If you want to avoid your television commercial being misunderstood, you had better make hem crystal clear. · The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

· I abhor advertising that is blatant, dull, or dishonest. Agencies which transgress this principle are not widely respected. Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

· Hiring Practices: If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants. If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

· Layouts: It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read. Therefore, study the graphics used by editors and imitate them.