How Advertising Works - Part 5: The Final Principle

In parts one and two of this series I observed that most ad people and most agencies do not have unifying principles for how and why they create advertising. In parts three and four I discussed the first and second principles of what I call Performance-Based Advertising (PBA). Today, I'll talk about the third and final principle.Principle #3: We don’t get them to try our product by convincing