are there any rules in advertising?

When evaluating advertising, remember... 

1. there are no absolutes, just probabilities

2. never allow anecdotes to masquerade as principles

3. even people who do brilliant, groundbreaking work have trouble reproducing it

It would make clients' lives, and ours, so much simpler if there were some rules about advertising that were always true.

Unfortunately, there aren't. No wonder clients are confused.

Another nugget of advertising common sense from our friend The Ad Contrarian.