Advertising Age - 21 March 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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Example text

Perhaps. P. P. carrier, on a dozen hearings. Our researches show that the higher the commercial rates in these tests, the better it does on the air. As for the so-called sledge-hammer and repetitive techniques, we are going to discuss those now. P. 94 Z5 25 How Repetitive Is Repetitive? A Case History H ow Repetitive I s Repetitive? " asked Boswell. "No," said Johnson. " So it is, perhaps, with the repetitive commercial. A little acquaintance with this scoundrel, and you may not think he is a scoundrel at all.

This is not a uniqueness of the product, but it assumes uniqueness, and cloaks itself in uniqueness, as a claim. The first two of these approaches are obvious, and either one can result in the best of all advertising campaigns. The third road, however, is something else again, for it may be filled with hidden subtleties and hidden dangers. Let us look at a few examples. Claude Hopkins, whose genius for writing copy made him one of the advertising immortals, tells the story of one of his great beer campaigns.

It would take the reader of this book four years on an analyst's couch to find out his own deep motivations. We do not have couches for 180,000,000 people. On our staff are specialists whose only job is to follow all the developments in the Freudian field. We work with, and retain, many distinguished academicians who are pioneers in originating new measurements of this kind; but it is a plain, simple, and very unvarnished fact that we have not yet reached the day when such research techniques can be applied to population masses.

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