"American creative director Bill Bernbach made an observation more than half a century ago. 'It took millions of years for man’s instincts to develop…It is fashionable to talk about changing man. A communicator must be concerned with the unchanging man. With his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.'

"So what are the unchanging fundamentals of marketing communication that will always be true regardless of the technologies we use to exploit them?"

Article: Seven Principles of Effective Marketing Communication