What does Super Bowl advertising and spam have in common? Both subscribe to the eyeball theory. In both cases, it’s about scale. In both cases, it’s about interruption. In both cases, it’s about hope.
One of the consistent findings from ad pre-testing and tracking research is that bits of ads go missing from people’s memories. A key reason for this finding is that our brains can’t deal with too many concepts at one time. I am not just speaking for myself, there is plenty of evidence that our conscious work space is limited, and things that don’t make it to our conscious attention, get forgotten.
As you probably know, we spend most of our time helping our clients craft brand strategy, including the brand’s promise and its unique value proposition.
A number of years ago, Stephen Dubner asked which industry makes the most misleading ads?
Many of us who started in advertising did so I imagine because we saw an ad or a series of commercials that made us dream of creating something that good, something that a whole culture talked about.
