“Our business is infested with idiots who try to impress by using pretentious jargon.”
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.
The advertisers who believe in the selling power of jingles have never had to sell anything.
The consumer isn't a moron she is your wife.
