Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I now brilliant men who have lost every account they have ever handled. Confessions of an Advertising Man
麦迪逊大道充塞着许多被虐待狂，他们总在无意识中煽动起客户的排拒感；我认识一些出色能干的人，总被客户辞退。


One of the most brilliant colleagues I ever had was blackballed by three clients in one year;the experience hurt him so badly that he left the agency business for ever. If you are too thin-skinned to survive this hazard,you should not become an account executive in an advertising agency.
我曾与一个极为出色的人共事，他在一年之内被三个客户解雇；这经验对他伤害极深，并教他永永远远离开广告这行业。假如你是个脸皮薄、无法在险运中生存的人，就不要在广告公司担任业务人员。


A lot of advertisements and television commercials look like minutes of a committee meeting,and that is what they are. Advertising seems to sell most when it is written by a solitary individual. He must study the product,the research and the precedents. Then he must shut the door of his office and write the advertisements.
许多平面及电视广告，看起来就像委员会开会的会议记录，事实也是如此。最具销售力的广告，往往是由个人独立完成的作品。他必先深入研究产品，调查资料及其他案例，然后关紧办公室大门，埋首做广告。


Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork"is bunkum-a conspiracy of the mediocre majority.很多人认为，一个成功的广告活动不是一人之功。这种强调「团队合作」的论调其实是欺人之谈—是平凡庸碌之辈的阴谋。


Do not summon people to your office-it frightens them. Instead go to see them in their offices. This makes you visible throughout the agency. A Chairman who never wanders about his agency becomes a hermit,out of touch with his staff.叫人到你的办公室，只会吓怕他们；走到他们的办公室看看吧！你将更了解公司的状况。一个从不四处走动的管理人员，久而久之将形同离群索居的隐士，与员工失去联系。


Our offices must always be headed by the kind of men who command respect. Not phonies,zeros or bastards.
公司应该由备受敬重的人领导，而不是伪君子、一无是处的小人，或拙劣之徒。

I always use my clients' products. This is not toadyism but elementary good manners.
我总是用客户的产品。这并不是谄媚奉承，而是良好的基本态度。

Don't expect your agency to pay for all the dry holes they drill on your behalf. Confessions of an Advertising Man
当代理商为你在荒井掘泉之际，不应期望他们负担所有的费用。

The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients. We do not have new business departments in our offices. No first class man will take the job;no second class man can do it effectively.赢得新客户的最好方法，就是为现有客户创造出色的广告，从而吸引潜在客户。在我们的公司里没有专门开发新客户的部门，因为一流的人才不会做这样的工作，而二流的人则做不好。


If you resign accounts every time you feel like doing so,you will empty your portfolio every year.
如果你每次想辞退客户时，就真的这么做，那你的客户名单将所剩无几。

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 cangive her.
消费者不是白痴；她是你的妻子。如果你认为只要一句广告词配上一些索然无味的形容词，就可以说服她去买任何东西，那你是在侮辱她的智慧。她要的是所有你能提供的资讯。


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 cangive her.
消费者不是白痴；她是你的妻子。如果你认为只要一句广告词配上一些索然无味的形容词，就可以说服她去买任何东西，那你是在侮辱她的智慧。她要的是所有你能提供的资讯。


The most important decision is how to position your product. How to Create Advertising that Sells
最重要的决策是如何替你的产品定位。

Every advertisement must contribute to the complex symbol which is the brand image.
所有广告都应该有助于建立一个复杂的象征符号，即品牌形象。

Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to allpeople. They want their brand to be a male brand and a female brand. An upper class brand and a plebeian brand. They generally end up with a brand which has no per
sonality of any kind,a wishy washy neuter.No capon ever rules the roost.
大多数的厂商都不愿意接受自己的品牌形象有局限；他们想要面面俱圆的大众品牌——属于男性也属于女性，是上流社会也是市井小民的品牌。这种四处讨好的心理只会让品牌完全丧失个性，而成为平淡无味的无性商品。自古至今，太监无法当皇帝，正是同样的道理。