involved has a vested interest in prolonging the myth that all advertising increases sales to some degree. It doesn’t. Before I wrote this – the most famous of all automobile ads – I did my homework. It ran only in two newspapers and two magazines, at a cost of $25,000. The following year, Ford based their multi-million dollar campaign on the claim that their car was even quieter than a Rolls. Click here for text. Do your homework You don’t stand a tinker’s chance of producing successful advertising unless you start by doing your homework. I have always found this extremely tedious, but there is no substitute for it. First, study the product you are going to advertise. The more you