<i>Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read.</i> You wouldn't tell lies to your own wife. Don't tell them to mine… - David Ogilvy

It pays to give most products an image of quality – a First Class ticket. This is particularly true of products whose brand-name is visible to your friends, like beer, cigarettes and automobiles: products you ‘wear.’ If

Given sufficient training, any intelligent person can learn to conduct surveys, but getting people to use the results requires salesmanship of a high order.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.