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…emotional content in advertising is often more powerful than rational messages; the latter can be easily filtered out by the brain, while the former can be processed even at low levels of attention…
|
103 |
 |
…for agencies who do take an integrated approach, and who think of digital not as something apart but as just a part of advertising, the complementarity of artistic, emotional messaging with scientific, rational arguments starts to become real.
|
107 |
 |
The science of advertising works because of the art of advertising.
|
106 |
 |
…an advert is only valuable if it attracts attention.
|
111 |
 |
There are two new roles that advertising ideas play in the digital age… 1) they have become systems of management, and 2) they are connectors to others ideas, in other disciplines, which are undergoing redefinition.
|
113 |
 |
At its best, the art of storytelling is a foundation of advertising in the digital age.
|
116 |
 |
We know that when an ad is delivered in real time to a person, they are twice as likely to interact with it.
|
143 |
 |
…UX is a critical part of the fabric of advertising in the digital age. User experience is often the differentiator for a brand.
|
154 |
 |
…advertisers should focus on generating interest, not on creating top-of-mind awareness or on persuasion.
|
136 |
 |
Instead of top-of-mind ads that focus on a brand name, the goal of advertising should be to generate interest in the product’s advantages.
|
136 |
