Ad looks good, right? But it ran back inside cover. Costs more, recalls less.
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AdHaikuesday is a collection of musings about advertising offered weekly by G&R in the 17-syllable Haiku style.
Each month, we use the experience we’ve gained through our 60 years of advertising research and 200,000 ad tests to comment on the successes, short-comings, elements, and approaches of current advertising creative.
We encourage readers to suggest alternative haiku about the advertising we feature, or share their own haiku on our Facebook page.
Ad looks good, right? But it ran back inside cover. Costs more, recalls less.
Tags: ad placement, AdHaikuesday, advertising, inside back cover, magazine, print
View Full PostEarned immersive ads can be strong alternatives to paid TV spots.
Tags: advertising, commercial, commercials, ford, mustang, online. earned media, viral marketing
View Full PostFashion is nice, but without more heart, diamonds won’t be forever.
Comparative ads work best when the matters they compare matter most.
Tags: advertising, commercial, commercials, comparative ads, copy testing, holiday, Microsoft, product comparison
View Full PostConnectedness in headline and visual bonds message and reader.
Tags: Ad, ad haiku, AdHaikuesday, advertising, copy, headline, illustration, print, visual
View Full PostEven icons must be bold in reminding us who and what they are.
Meaning is transferred through fresh story-telling, not stale image parades.
Big heads at the game? Very funny. Big heads in food ads? Not so much.
Tags: Ad, AdHaikuesday, advertising, campbell's soup, clay matthews, humor, print, weird
View Full PostCar safety matters, but it is hard to express and harder to sell.
Wry and different are starts, but they still don’t trump clear and convincing.
Tags: Ad, AdHaikuesday, advertising, confusing, convincing, execution, food, print, wry
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