Every ad must have an idea in it

Jim Alexander in How to Create and Evaluate Advertising that Sells, defines advertising as ‘professional salesmanship multiplied by media’.

The eight greatest lies you’ll ever be told, according to Jim Aitchison in his book, Cutting Edge Advertising, are:

1 You must have a unique selling proposition.

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 ads don’t sell.

The one creative truth is: Every ad must have an idea in it.

(from Design Manual)