Saturday, April 9, 2011

In Advertising, as in Life, Popularity Doesn't Always Equal Success

Remember that nerdy guy in high school whom no one paid attention to? That same nerdy guy was the most successful person at your 20-year high school reunion, right? That classic zero-to-hero story applies to advertising and is particularly worth noting this time of year when so many lists of "top ads" are published. You see, as in life, many equate ad effectiveness with popularity at first blush. But once you peel back the layers, that ad that made everyone giggle and was forwarded around the internet is now flipping burgers, while the ads that really made an impact -- those hard-working "unsung heroes" -- are creating results and success for the companies they are promoting. Many of the most popular ads are fun. But fun usually doesn't equal effective.

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