Making Your Copy More Concrete Will Boost Ad Recall
Can advertising really grow a brand by nudging memory?New research from the Ehrenberg-Bass Institute — by Kelly V., Armando Maria Corsi, Dr Virginia Beal, and Byron Sharp — shows how advertising works by building memory, not changing minds.It just needs to get into memory.And when it does, it can meaningfully increase mental availability.👉 Mental... See more
Paul Venuto • feed updates
Principle #14: Repetition and Redundancy—The Familiarity Factor
Drew Eric Whitman • Ca$hvertising
So from a business perspective, you should tell consumers something that gives them a brand-new take on an old idea (and then, in accordance with rule number four, tell them again and again). The combination of surprise and intrigue creates a compelling message. Although often executed with humor, what matters most is that the message brings a
... See moreFrank Luntz • Words That Work: It's Not What You Say, It's What People Hear
Jingles and Slogans
- Jingles and slogans are unfashionable but effective for memory retention.
- Sarah Carter shares an anecdote about comedian Peter Kay, who sang old commercials during his show, and the audience knew all the words.
- People sang along to jingles from 40 years ago without prompting.
- Making messages easy to remember is really important.
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. • Interview: Sarah Carter, Co-Author of How Not to Plan, on Using Behavioural Science to Improve Health and Sustainability
It pays to write short sentences and short paragraphs, and to avoid difficult words.