About the Contributor

Contributed by Max Sutherland

• How to Avoid Product and Ad Campaign Failures: Pre-empt Resistance

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  Products and ads often fail for the same reason—failure to pre-empt resistance.

• How to Make Print Ads Work

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  It takes something special to make your ad cut through the clutter.