Should ads pack a punch, or slowly simmer?
As an industry, we don’t talk enough about the fundamentals of advertising. Or the different schools of thought for consumers.
TBWA\Melbourne’s strategy director Zac Martin reveals what he believes are the two main models – one that grabs attention then sells you with a message, or the other, which works much more implicitly, slowly building associations over time.
Despite the fact it’s our bread and butter, as an industry we don’t talk enough about how advertising works. Like, how does seeing an ad actually process in your brain? And how does this ultimately influence buying behaviour?
And these are important conversations. The way you think ads work will shape the concepts you turn into campaigns. Or what your clients will buy. Or what creative teams are trying to sell.
So how do ads work?
This is a bloody excellent article. And timely. Mucho gusto Mr Martin.