Combating Ad Burnout

Combating Ad Burnout

What makes an ad forgettable? Call it burnout or call it tune-out, the best expression of that phenomenon I’ve ever heard is not some complex verbal dissertation but just a very simple sound. I think Charles Shultz demonstrated it perfectly whenever we heard the familiar “wah wah wah” used to characterize the voice for every adult in a Peanuts cartoon. Kids are notorious for tuning out their parents, who often come across to them as nagging or monotonous. But why do adults tune out certain voices, perfectly good faces or entire print...

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No Lamp, No Genie

No Lamp, No Genie

Are there any magic words that make ad copy work? If you Google the phrase Magic Advertising Words you’ll come up with somewhere around 275,000 responses. The frightening thing is that so many of them offer lists of words that are alleged to possess the power of a little green man, in an oversized turban, materializing in a puff of smoke from a mythical lamp . Use these words and your ad is practically guaranteed to be a success. Practically. There are successful strategies and proven techniques that can be used to increase advertising...

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