All Impressions are Not Created Equal

It's one of the things you are not supposed to do in our industry: ask your friends if they noticed an ad. It's like getting free research and no one really appreciates when you stop and say, "can you tell me the last two ads you saw or heard?"

I can't resist doing it though. Walking around Times Square this past weekend, I asked the table, "so, did you notice any ads on the walk." The Lego Batman movie ads came up again and again.

Other companies had more ads. Other companies had dynamic, moving ads. Other companies had ads that posed questions. Some even had ads that made you stop and think about life and why you buy what you buy (PETA's wool ad, for example.)

But in the end, Batman won.

What we remember is what influences our choices, so being able to recall a message is critical. Positioning of the ads together gave the overall campaign a huge lift. There's a fine line though. You don't want your brand to be annoying and you don't want to be wasteful with your investment.

This has given me a lot to think about and I am excited to apply what I have learned in the coming months - while building radio, television and online campaigns for our clients.

By: Jason Jackson.   [email protected]   

AdMission is my personal blog and is my way of sharing the lessons I learn in Advertising with those who want to improve.