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What I have learnt from Ogilvy on Advertising- black letter on white background!!! the reverse does not work- do research on what the audience wants to see, do not just base on your preference- if it does not sell, it isn’t creative- order of print ad: picture, headlines, subheadlines, words (that’s what the audiences mind wants)- there are many advertising agencies because one can not work for its clients’ competitors- long-term contract with clients is crucial to the business- keep track of the sales after the advertisement is carried out- headlines are important, very important!!- use colors, costs more but attracts more- long copy is better than short because research showed that long attracts more readership- if an advertisement works, keep it for long- read to expand your knowledge- be a good psychologist- hire people who are better than you are- research research research- advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatsoever- try to find a promise which is not only persuasive but also unique- advertising is production cost, not selling cost- in advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same- do not write in capital letter

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