Researching the Obvious MEMPHIS, TN (WKNO) - The more money that we spend to learn how people are changing, the more we learn that people aren't changing. If you say the right thing to the right person at the right time, advertising will succeed. If you say it in an interesting or arresting manner, it will succeed to a greater degree.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of a hundred-and-ten two-minute business principles - go to johnmalmo.com. © Copyright 2009, WKNO