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The Sin of Arrogant Advertising

Is advertising an art or a science? In fact, it is both; however, the science is often sacrificed in the drive for “creativity”. Tested Advertising Methods, a classic treatise on the subject, rigorously explodes many cherished myths. Armed with these field-tested insights, we can better harness art and science to work in tandem towards achieving advertising’s one true objective-influencing customers. This article offers suggestions on how to use this knowledge to avoid costly misadventures.

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