Anthony takes them to task for suggesting that the graphics in your ad matter more than the words. I couldn’t agree with him more.
HOWEVER, just for the sake of fun, I’m going to dogpile onto this. I have a problem with the methodology. The article says interviews were used to test the ads. Interviews? I wish there was more information about the research methods. How about just measure the results of the ads?
Never ask your customers if they "liked" your ad. Ask your cash register.
How To Get Noticed Online