"5. A first-class ticket. It pays to give most products an image of quality—a first-class ticket."
"12. Testimonials: Avoid irrelevant celebrities...Either celebrities or real people can be effective. But avoid irrelevant celebrities whose fame has no natural connection with your product or your customers."
"21. Animation & Cartoons. Less than five percent of television commercials use cartoons or animation. They are less persuasive than live commercials...However, Carson/ Roberts, our partners in Los Angeles, tell us that animation can be helpful when you are talking to children."