They go to great pains to communicate the brand name, verbally and visually. Most of their names are short and simple. They appear within the first ten seconds of the commercial, and an average of three times thereafter.

In 1999, an Israeli research team assembled a group of 200 highly regarded ads—ads that were finalists and award winners in the top advertising competitions. They found that 89 percent of the award-winning ads could be classified into six basic categories, or templates. That’s remarkable. We might expect great creative concepts to be highly idiosyn

KIT KAT AND COFFEE: GROWING THE HABITAT

In advertising, one of the most prominent measures of effectiveness is ad recall—not taste, logic, or artistry—simply, do you remember the ad and the product?

Your poster should deliver your selling promise not only in words, but also pictorially. Use the largest possible type. Make your brand name visible at a long distance. Use strong, pure colors. Never use more than three elements in your design.