Tag: Main Character
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Clarity or Contempt: What Does Familiarity Breed? A Look at Branding Cues
A continuing advertising campaign can bring instant recognition to a brand’s communications. In an era in which consumers are drowning in commercial messaging and in which a thirty second advertisement is considered long, this could certainly be considered a benefit. However, we are all familiar with the adage “familiarity breeds contempt”. Can a continuing campaign…
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Creating Effective Product Benefits Advertising, Part 1: The Product as Main Character
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. We formally define this type of advertising as…