Advertising theorists

Alfred Paul Ries (November 14, 1926 – October 7, 2022) was an American marketing professional and author. He was the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.

Vance Oakley Packard (May 22, 1914 – December 12, 1996) was an American journalist and social critic. He was the author of several books, including The Hidden Persuaders and The Naked Society. He was a critic of consumerism.