Your advertising ideas should end the argument. To form the strongest argument, simply think of the strongest counter-argument(s), and then get better.
Think of an arrogant, stubborn, drunk guy arguing at a bar. Your campaign idea should be so good that it will shut him up immediately, and hopefully end the argument then and there.
An idea should end the argument for buying a product.
Advertising Concept Book (Second Edition) by Pete Barry
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