Steve Cuno is the president of RESPONSE Agency, Inc., in Salt Lake City. He is the author of Prove It Before You Promote It: How to Take the Guesswork Out of Advertising, and, just to mix things up, the as-told-to author of “It’s Not About the Sex” My Ass: Confessions of an Ex-Mormon, Ex-Polygamist, Ex-Wife by Joanne Hanks.
Some accusations levied against advertising are undeserved. But then, some are deserved, though perhaps not in ways you may have heard or assumed. Meanwhile, not a few bad apples engage in a heinous advertising tactic that goes largely unnoticed.
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