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Created page with "{{Insert quote panel | image = david-ogilvy.jpg | {{Quote | text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=978-0689102431 |pages=96}}</ref> | author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}} }} }} {{Insert quote panel | image = william-bernbach.jpg | {{Quote | text..."
 
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Advertising is the definitive engine of commercial visibility, functioning as the vital communication link between enterprise and consumer. More than mere promotion, effective advertising requires a sophisticated balance of creative rigor and strategic intent to penetrate the public consciousness. This resource organizes the fundamental philosophies of advertising into a coherent framework, tracing its trajectory from a basic economic necessity to a high-art form of persuasion and reputation management.

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== The economic imperative of visibility ==

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| text = Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.<ref>{{cite web |title=Stewart Henderson Britt |website=Oxford Reference |url=https://www.oxfordreference.com/display/10.1093/acref/9780191826719.001.0001/q-oro-ed4-00017262 |access-date=2025-12-21}}</ref>
| text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=978-0689102431 |pages=96}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = {{Steuart Henderson Britt/attribution}}
}}
}}
}}
}}


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| text = Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.<ref>{{cite news |title=The Creative Revolutionist |url=https://www.nytimes.com/1982/10/03/obituaries/william-bernbach-is-dead-at-71.html |work=The New York Times |date=October 3, 1982 |access-date=December 19, 2025}}</ref>
| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=The Bruce Barton Letter |publisher=SOFII |date=1925 |url=https://sofii.org/case-study/the-bruce-barton-letter-the-classic-long-copy-letter-from-1925-that-pulled-a-100-per-cent-response |access-date=2025-12-21}}</ref>
| author = William Bernbach, Co-founder of DDB {{William Bernbach/attribution}}
| author = {{Bruce Barton/attribution}}
}}
}}
}}
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== The strategic art of persuasion ==


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| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=Tribes: We Need You to Lead Us |publisher=Portfolio/Penguin |date=2008 |isbn=978-1591842330 |pages=104}}</ref>
| text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = {{Seth Godin/attribution}}
| author = {{David Ogilvy/attribution}}
}}
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| text = Dishonesty in advertising has proved very unprofitable.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961 |pages=24 |chapter=The Task of the Advertising Agency}}</ref>
| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite book |title=100 LEO's: Wit and Wisdom from Leo Burnett |publisher=NTC Business Press |year=1995 |page=47}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}
}}
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| image = leo-burnett.jpg
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| text = Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.<ref>{{cite web |title=The Leo Burnett Story |url=https://leoburnett.com/about |publisher=Leo Burnett Worldwide |access-date=December 19, 2025}}</ref>
| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Kufrin |first=Joan |title=Leo Burnett: Star Reacher |year=1995 |publisher=Leo Burnett Company, Inc. |page=54}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}
}}
}}


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| text = Stopping advertising to save money is like stopping your watch to save time.<ref>{{cite book |last=Forbes |first=B.C. |title=The Forbes Scrapbook of Thoughts on the Business of Life |publisher=Forbes Inc. |date=1968 |isbn=978-0883011317}}</ref>
| text = People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |year=1983 |publisher=Crown Publishers}}</ref>
| author = {{Henry Ford/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
}}
}}


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| text = There is no advertisement as powerful as a positive reputation traveling fast.<ref>{{cite book |last=Koslow |first=Brian |title=365 Ways to Market Your Business |publisher=Dutton |date=1998 |isbn=978-0525944119}}</ref>
| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard Luck |title=The Book of Gossage |year=1995 |publisher=Copy Workshop}}</ref>
| author = Brian Koslow, Author {{Brian Koslow/attribution}}
| author = {{Howard Gossage/attribution}}
}}
}}
}}
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== The psychology of audience engagement ==


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| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>
| text = Marketing is no longer about the stuff that you make, but about the stories you tell.<ref>{{cite book |last=Godin |first=Seth |title=All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World |year=2005 |publisher=Portfolio}}</ref>
| author = Scott Cook, Co-founder of Intuit {{Scott Cook/attribution}}
| author = {{Seth Godin/attribution}}
}}
}}
}}
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| image = david-ogilvy.jpg
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| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=978-0689102431 |pages=103}}</ref>
| text = Tell the truth, but make the truth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
}}
}}


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| text = Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.<ref>{{cite book |last=Burnett |first=Leo |title=100 Leo's: The Advertising Philosophy of Leo Burnett |publisher=Leo Burnett Company |date=1961 |pages=12}}</ref>
| text = No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.<ref>{{cite news |title=The CEO of WhatsApp Hates Advertising |url=https://www.businessinsider.com/the-ceo-of-whatsapp-hates-advertising-2014-2 |work=Business Insider |date=20 February 2014 |access-date=24 December 2025 |author=Jay Yarow}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
| author = {{Jan Koum/attribution}}
}}
}}
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| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite book |last=Smith |first=Mari |title=The New Relationship Marketing |publisher=Wiley |date=2011 |isbn=978-1118113912 |pages=158}}</ref>
| text = If it doesn't sell, it isn't creative.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |year=1983 |publisher=Crown Publishers}}</ref>
| author = Mari Smith, Social Media Strategist {{Mari Smith/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
}}
}}


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| text = Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.<ref>{{cite news |last=Will |first=George F. |title=The Madison Legacy |newspaper=The Washington Post |date=1981-12-07}}</ref>
| text = The secret to marketing success is no secret at all: Word of mouth is all that matters.<ref>{{cite web |title=Word of mouth is all that matters |url=https://seths.blog/2003/01/word_of_mouth_i/ |website=Seth's Blog |publisher=Seth Godin |access-date=December 19, 2025 |date=January 29, 2003 |author=Seth Godin}}</ref>
| author = Seth Godin, Author and Marketer {{Seth Godin/attribution}}
| author = {{George Will/attribution}}
}}
}}
}}
}}


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| text = Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'<ref>{{cite news |title=Refining the Definition of Advertising |work=Journal of Advertising |date=2002 |author=Jef I. Richards |publisher=American Academy of Advertising}}</ref>
| text = Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = Jef I. Richards, Professor of Advertising {{Jef I. Richards/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
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| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |publisher=Portfolio |date=2011 |isbn=978-1591843849}}</ref>
| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |year=2011 |publisher=Portfolio}}</ref>
| author = Stephen Denny, Business Strategist {{Stephen Denny/attribution}}
| author = {{Stephen Denny/attribution}}
}}
}}
}}
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== Ethics, testing, and professional rigor ==


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| text = Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.<ref>{{cite book |last=Shapiro |first=Fred R. |title=The Yale Book of Quotations |publisher=Yale University Press |date=2006 |isbn=978-0300107982 |pages=105}}</ref>
| text = Every single element in an advertisement must be put there because testing has shown that it works best!<ref>{{cite book |last=Caples |first=John |title=Tested Advertising Methods |edition=5th |year=1997 |publisher=Prentice Hall |page=Chapter 2}}</ref>
| author = Steuart Henderson Britt, Professor of Marketing {{Steuart Henderson Britt/attribution}}
| author = {{John Caples/attribution}}
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| text = An ad is finished only when you no longer can find a single element to remove.<ref>{{cite book |last=Baker |first=Stephen |title=The Art of Writing Advertising |publisher=Benjamin Company |date=1965 |pages=44}}</ref>
| text = Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.<ref>{{cite web |title=Q&A with Leo Burnett Strategy Head Joy Santos |publisher=Josiah Go |url=https://josiahgo.com/qa-with-leo-burnett-strategy-head-joy-santos/ |access-date=2025-12-21}}</ref>
| author = Robert Fleege, Creative Director {{Robert Fleege/attribution}}
| author = {{Leo Burnett/attribution}}
}}
}}
}}
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| text = Advertising brings in the customers, but it is your job to keep them buying from you.<ref>{{cite book |last=Holmes |first=Chet |title=The Ultimate Sales Machine |publisher=Portfolio |date=2007 |isbn=978-1591842156 |pages=129}}</ref>
| text = Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |year=1963 |publisher=Atheneum}}</ref>
| author = Chet Holmes, Business Growth Strategist {{Chet Holmes/attribution}}
| author = {{David Ogilvy/attribution}}
}}
}}
}}
}}


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| text = There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War |year=1970 |publisher=Simon & Schuster}}</ref>
| text = Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.<ref>{{cite news |title=The Creative Revolutionist |url=https://www.nytimes.com/1982/10/03/obituaries/william-bernbach-is-dead-at-71.html |work=The New York Times |date=October 3, 1982 |access-date=December 19, 2025}}</ref>
| author = William Bernbach, Co-founder of DDB {{William Bernbach/attribution}}
| author = {{Jerry Della Femina/attribution}}
}}
}}
}}
}}

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| text = The best advertising is done by satisfied customers.<ref>{{cite book |last=Kotler |first=Philip |title=Marketing Management |edition=15th |year=2016 |publisher=Pearson}}</ref>
| author = {{Philip Kotler/attribution}}
}}
}}

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| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite web |last=Smith |first=Mari |title=We Long to Belong – Why Community is the Last Great Marketing Strategy |publisher=BG5 Business |url=https://bg5business.com/we-long-to-belong-why-community-is-the-last-great-marketing-strategy/ |access-date=2025-12-21}}</ref>
| author = {{Mari Smith/attribution}}
}}
}}

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| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite web |title=Building A Brand Campaign For Success: What Marketing Pros Should Know |publisher=Forbes Communications Council |date=2023-10-13 |url=https://www.forbes.com/councils/forbescommunicationscouncil/2023/10/13/building-a-brand-campaign-for-success-what-marketing-pros-should-know/ |access-date=2025-12-21}}</ref>
| author = {{Scott Cook/attribution}}
}}
}}

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{{references}}
{{references}}

Latest revision as of 14:09, 25 December 2025

Advertising is the definitive engine of commercial visibility, functioning as the vital communication link between enterprise and consumer. More than mere promotion, effective advertising requires a sophisticated balance of creative rigor and strategic intent to penetrate the public consciousness. This resource organizes the fundamental philosophies of advertising into a coherent framework, tracing its trajectory from a basic economic necessity to a high-art form of persuasion and reputation management.

~*~

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The economic imperative of visibility

Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.[1]

— {{safesubst:#invoke:Separated entries|comma}}

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In good times people want to advertise; in bad times they have to.[2]

— {{safesubst:#invoke:Separated entries|comma}}

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~*~

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The strategic art of persuasion

A good advertisement is one which sells the product without drawing attention to itself.[3]

— {{safesubst:#invoke:Separated entries|comma}}

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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.[4]

— {{safesubst:#invoke:Separated entries|comma}}

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Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.[5]

— {{safesubst:#invoke:Separated entries|comma}}

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People screen out a lot of commercials because they open with something dull...When you advertise fire-extinguishers, open with the fire.[6]

— {{safesubst:#invoke:Separated entries|comma}}

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Nobody reads ads. People read what interests them. Sometimes, it's an ad.[7]

— {{safesubst:#invoke:Separated entries|comma}}

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~*~

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The psychology of audience engagement

Marketing is no longer about the stuff that you make, but about the stories you tell.[8]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

Tell the truth, but make the truth fascinating.[9]

— {{safesubst:#invoke:Separated entries|comma}}

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No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow.[10]

— {{safesubst:#invoke:Separated entries|comma}}

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If it doesn't sell, it isn't creative.[11]

— {{safesubst:#invoke:Separated entries|comma}}

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Advertising tries to be a pyromaniac, igniting conflagrations of desires for instant gratification.[12]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.[13]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

If dogs don't like your dog food, the packaging doesn't matter.[14]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}
~*~

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Ethics, testing, and professional rigor

Every single element in an advertisement must be put there because testing has shown that it works best![15]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.[16]

— {{safesubst:#invoke:Separated entries|comma}}

{{#invoke:Check for unknown parameters|check|unknown=|preview=Page using Template:Blockquote with unknown parameter "_VALUE_"|ignoreblank=y| 1 | 2 | 3 | 4 | 5 | author | by | char | character | cite | class | content | multiline | personquoted | publication | quote | quotesource | quotetext | sign | source | style | text | title | ts }}

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.[17]

— {{safesubst:#invoke:Separated entries|comma}}

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There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.[18]

— {{safesubst:#invoke:Separated entries|comma}}

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The best advertising is done by satisfied customers.[19]

— {{safesubst:#invoke:Separated entries|comma}}

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Content is king, but engagement is queen, and the lady rules the house![20]

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A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.[21]

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~*~

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References

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  8. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  9. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  10. ↑ {{#invoke:citation/CS1|citation |CitationClass=news }}
  11. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  12. ↑ {{#invoke:citation/CS1|citation |CitationClass=news }}
  13. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  14. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  15. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  16. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}
  17. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  18. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  19. ↑ {{#invoke:citation/CS1|citation |CitationClass=book }}
  20. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}
  21. ↑ {{#invoke:citation/CS1|citation |CitationClass=web }}

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