G&R RESEARCH COMMENTS *
we've seen, when used well, it is a powerful technique that
attracts, is remembered, communicates, and persuades. Of all the
ads shown in this review, more than half were tested by G&R,
and their overall recall scores averaged 77% above their
respective product norms. It was similarly powerful with both
men and women.
the technique does not guarantee success, as seen in the wide
range of obtained scores, a range that went from one-third of
norm to more than 4 times above. Its power is such that it can
easily overwhelm the product and advertiser, reader reactions
will be highly negative, not merely indifferent, as with many
other advertising techniques.
sex is a beguiling approach, one with a potentially high payout
that's laced with real risk. As we said in our introduction,
handle with care...