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When companies try to guess what consumers want, they essentially make the choice for consumers.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Customers don't just want to shop: they want to feel that the brand understands them.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

When you think about advertisements, it makes sense that they want to hold and retain our attention.

When you spend time with potential customers, you get to hear about their struggles firsthand. You see their eyes light up with excitement or darken with confusion. You learn things you would never find in a survey, database, or questionnaire. You learn why people buy.

Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.

Traditional local advertising is not what retailers want. They want not just for you to see an ad - they want you to come into the store, to be a repeat customer and to spread the word.

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.