Question Statement :

I am sometimes attacked for imposing ‘rules‘. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli. I may say to a copywriter, - Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity? Call that a rule? Or I may say to an art director, - Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in white type on a black background.“ _____________________________