The Eight Greatest Lies You’ll Ever Be Told

1. You must have Unique Selling Proposition (U.S.P.)

2. You must offer a rational benefit

3. Humour doesn’t sell
4. You must have a memorable slogan
5. You must have a logo in the Ad
6. You must show the product in the Ad
7. Every Ad in a campaign must look the same
8. Creative Ad’s don’t sell

Source: Aitchison, Jim. Cutting Edge Advertising: How to Create The World’s Best Print for Brands in The 21^st Century. Singapore: Prentice Hall, 1999. p.41-76