"Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!"

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Unfortunately, every American citizen takes the same position... that we don’t like negative advertisements. But they work! And, as you see, many a candidate has prevailed by tearing down the reputation of an opponent in a more advantageous position.

— Jimmy Carter