Commas
DO use a comma before the conjunction and, but, for, or, yet, and nor, when they join two clauses of a compound sentence.
The copy was child-like, and the art direction was inept.
DO use a comma to separate an introductory phrase from a main clause.
In this field's infancy, ad professionals worked for the newspapers and magazines.
DO use commas to separate words in a list.
Media planning is far more complex than choosing from a list of magazines, newspapers, television shows, and radio stations.
DO use a comma to set off the speaker of a direct quote.
"Put it in morning drive," said Jake, "and be sure it gets high frequency."
DO use a comma to separate independent clauses joined by a conjunction.
Buy spot radio, and check prices on newspaper ads for each of those markets.
DO use a comma to set off parenthetical or non-essential material in a sentence.
After the ad ran, however, sales actually went down.
DO use a comma before and after a dependent clause that is in the middle of a sentence.
That copy, although written by a junior copywriter, was some of the best I've seen.
DO use a comma to set off titles and degrees which follow a name.
Jef Richards, Ph.D., will speak at the conference.
DO NOT use a comma to separate independent clauses not joined by a conjunction (this is called a comma splice).
This is advertising; that is sales promotion ... NOT ... This is advertising, that is sales promotion.
DO NOT use a comma between a noun and an immediately preceding adjective.
It was a bold, exciting, fresh campaign ... NOT ... It was a bold, exciting, fresh, campaign.