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Here are a few advertising axioms.

Things that clients and creative advertising people should know. In these one or two liners we have attempted to create balance and logic in each item, a statement that is impervious to argument.

Our thoughts, though fixed firmly in advertising, are based on Japanese Haiku poetry.


"Nothing kills a bad product like good advertising."

- David Ogilvy



  • Heavy ad repetition can turn your market against you.
  • If your commercial is bad your business may suffer.
  • Never let a potential client pay for lunch. Clients don't buy lunch.
  • Some people believe an irritant factor in ads sells product. Others believe it's just irritating.
  • The Big Bang Theory. You saturate the market with your ads for The Big Bang but when the smoke clears, nothing has changed. Without planning The Big Bang can be A Big Bust.
  • The product you see in a picture may not be the product you get.
  • According to AdMurphy's law, you will always find the lost brief of the important client in the last place you look.
  • Free advice is often worth what you pay for it but good advice can be priceless.
  • A well directed single shot into the heart of your target market is worth a hundred shotgun blasts.
  • In advertising whatever is going to happen will happen unless it doesn't.
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