Testimonials from experts can be extremely effective. This advertisement by Ogilvy & Mather appeared in Singapore. Most copywriters believe that markdowns and special offers are boring, but consumers don’t think so. They are above average in recall. Always try to include the price of your products. You may see a necklace in a jeweler’s window, but you don’t consider buying it because the price is not shown and you are too shy to go in and ask. It is the same way with advertisements. When the price of the product is left out, people have a way of turning the page. When Ellerton Jetté retired as head of Hathaway and became a picture dealer, he violated tradition in the art trade by showing the price of the pictures in his advertisements. Unfortunately it is seldom possible for manufacturers to do this in their advertisements, because they cannot dictate prices to retailers. This reduces the selling power of their ads. I don’t think it matters with package goods, but it matters a lot with products which cost real money, like cars and refrigerators.