Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.
Frank LuntzThe principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
Frank LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank Luntz