“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.”

“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 Luntz