Ads ARE about emotion (duh)!


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Following up on Mitch’s post below about 15 second ads, we (actually, the smart one in the family) notes that because ads are all about striking some sort of emotional chord, the length is irrelevant so long as that’s accomplished…and they remember your name.

Case in point, those 10 second–actually 60 second ads–for drugs in that plug the drug for 10 seconds and spend 50 seconds telling you about all the terrible side effects and reasons you shouldn’t take it (mandated by the feddle gummint, and all tuned out by the viewer).  Yet note that those kinds of ads continue to run, year after year, so they must be effective.  Apparently they still manage to strike the right emotional chord in those 10 seconds, despite the best efforts of the regulatory agencies to thwart that result.

Am I the only one who yearns for a return to David Olgivy type information-rich ads?

Republished with author's permission from original post.

Ralph Mroz
Since 1978, Ralph Mroz has managed or implemented nearly every step of the marketing process. His experience spans hands-on tactics to corporate strategic planning, encompassing large corporations, small companies, as well as start-ups.


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