"I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything"

In this quote, Jef I. Richards is expressing his belief that advertising's most significant critics are really the most gullible customers. He recommends that those who strongly criticize marketing and think it to be extremely effective are more likely to think anything they are informed. Richards is indicating that these individuals are quickly swayed and affected by marketing, and therefore, their viewpoints might not hold much weight. He might also be recommending that marketing is not as powerful as some might believe, which those who are highly doubtful of it are in fact giving it more power than it should have. In general, Richards is highlighting the irony of those who criticize marketing while also being highly prone to its impact.