Friday, May 27, 2005

The Ad Test

Think that advertising doesn't affect you?

Almost everyone will say so.

So let's put it to the test shall we?

Say this list to a friend and ask them to say the first thing that comes to mind.

1. Where can I buy a new mattress?
2. Where can I go to get things to fix up my home?
3. Name three shoes
4. Name a chocolate bar
5. A breakfast cereal
6. Who is the mascot
7. Finish this sentence 'Oh what a feeling____'
8. What do you use to clean your ears?
9. What is IT?
10. What movie is playing right now?

There is a lot to be said for frequency - after all - we've all heard these messages, jingles and slogans a thousand times.

But there are plenty of ads that employ frequency before creative that just don't work.

Name three car dealerships.

Name a plumber

Or a locksmith

Ads should be memorable, lasting, disruptive and attention-catching.

As well, if you are going to take up space in people's heads - why not put some positive, affirming message?

Just do it.

Don't think.


Think again.


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