"Creativity and repetition can no longer cover up the fact that an advertiser has nothing to say. You've got to have a message that matters." Roy H. Williams - Wizard Academy Press

In the information age credibility is the catalyst to conversion. Users demand deftness and disregard fluff that advertisers purge on us. The results are in and the effectiveness of advertising is at an all time low. But who's to blame? Technology has taken the heat but we cannot point fingers at DVRs, satellite radio, and iPods alone. The problem lies in the message.

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