 AR's advertising was distinct from the sensationalistic ads of its competitors, instead concentrating on technical information, reviews by impartial critics, and endorsements from well-known musicians and other personalities who actually used Acoustic Research components.Villchur believed that each ad should provide accurate information and unsolicited endorsements in order to convince the reader of the quality of the product.The list of well-known artists who appeared with their AR stereo equipment in print advertisements included Virgil Thomson, Miles Davis, and Louis Armstrong.