… there are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife. - David Ogilvy

I like to succeed in public, but to fail in secret.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. All over the world.

Candor compels me to admit to support my view that jingles are less persuasive than the spoken word. It is based on the difficulty I always experience in hearing the words in jingles, and on my experience as a door-to-door salesment; I never sang to my prospects. The advertisers who believe in the selling power of jingles have never had to sell anything.