BELIEF

"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 61.
"A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 90.
"I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on 'privacy' as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it's a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I'm far more concerned about whether or not the person or company with whom I'm dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can't judge someone by their place of business, when I conduct that business on the Internet. I can't grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue."

- Jef I. Richards (1999), Chairman of The University of Texas Advertising Department.
"If there are signs that Americans bow to the gods of advertising, there are equally indications that people find the gods ridiculous. It is part of the popular culture that advertisements are silly."

- Michael Schudson, Advertising, The Uneasy Persuasion: Its Dubious Impact on American Society, 1984, New York: Basic Books, p. 227.