“Advertising is a substitute for a salesperson so it should be likeable.  You wouldn’t buy from a salesperson who’s rude, arrogant, insulting, would you?  Americans like to shop and they like to buy from people they like.  That’s why we want our advertising to be the best liked in its category.  Over the long term, consumers like to do business with people the like, and they respond to advertising created by people who like people.”

Bill Backer,
Co-founder and president of
Backer & Spielvogel