An advertiser and his agency are very closely bound up with the brand and its advertising. They spend a large part of their waking life thinking and worrying about it. They know a great deal about its market. They are vitally interested in its future. They read and work over the advertising copy many times in the various stages of its evaluations. It is very difficult but very important for them to remember that the consumer generally shares neither their interest, nor their knowledge, nor their anxieties, nor their preconceptions.”
—Alan Hedges