I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.

Sound an alarm! Advertising, not deals, builds brands.

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

The consumer isn't a moron. She is your wife.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

What you say in advertising is more important than how you say it.

There is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response