KQV AM 1410

Pay careful attention to the answers:



1. False. BBD&O VP John Caples distinguished himself as the king of direct response. In his book, Tested Advertising Methods, Caples describes the results of years of tests with thousands of ads. Time and again, he discovered that curiosity did not pull in orders.



2. False. Jack Trout and Al Ries conducted detailed research. Notwithstanding the different learning styles of consumers, they found out that “a word is worth a thousand pictures.” People are more verbally oriented.


3. True. David Ogilvy found that people paging through a newspaper typically skim headlines, then go to captions. A well-written headline and caption will still get the message across to the cursory reader.


4. False. Again, Trout and Ries proved that audio messages have better recall. Even astute business people have difficulty remembering a newspaper ad they read the same day, yet can remember cigarette ads that were banned from the airwaves in 1970!



5. True. People see and hear what they think an ad said, not necessarily the actual content. Not only is perception reality, but perceptions are largely culturally determined – male vs female, ethnic subcultures, even life stage can influence perceptual differences.



6. False. Ogilvy insists that consumers remember the spokesperson and not the brand. Do you remember which actor represents which long-distance service?



7. False. Studies show companies that continued to advertise during recessions kept (and sometimes gained) market share, while those who stopped advertising irretrievably lost market share.



8. False. U.S. Department of Commerce studies indicate that price ranks fifth in importance when customers decide where to shop. Convenience rules in today’s economy.



9. False. Readership studies by Roper Starch Worldwide prove that many ads are not even noticed, let alone read. We achieved better results with auto dealer ads that were less than full page if they were “page dominant.”



10. True. However, each medium has its place and accomplishes a specific purpose. An effective billboard has nine words or less; you may need broadcast, print or direct mail to tell your whole story. For example, if your product’s purchasing cycle is long and infrequent, radio’s recall may prove valuable.



Author Barry Cohen is managing member at Adlab Media Communications LLC in Clifton, N.J. He may be reached at 973-340-6200 or bary@adlabcreative.com













































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