“Favorite Ads”
If you ask anyone what their favorite ad is, you
will get many different opinions. A lot of them will talk about things within
the ad that appeals to them. Like small animals and cute babies doing cute things.
If you ask what the ad was selling, many will not
remember. And
if they remembered the category (dog food/diapers), they don’t always get the
brand right.
[Note to advertisers: If you don’t want your ad
budget going to promote your competitor’s products, design ads that separate your brand away from the
others.]
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