Memory for Advertisements BasedOn Different Techniques in Copy and Layout

Running head: Memory for Advertisements Based on Different Techniques



Memory for Advertisements Based
On Different Techniques in Copy and Layout









Memory for Advertisements Based On Different Techniques in Copy and Layout
Have you ever seen a commercial that you thought was really funny, but you could not remember what the commercial was advertising? It turns out that this is a big problem in the advertising industry. Agencies try to be creative and humorous and this sometimes overpowers the message that they are trying to convey to the consumer. An example of this would be the ad campaign for EDS, a company that manages the complexities of e-Business. The campaign was used to promote brand awareness but did not do such a great job. The campaign had five commercials, all based on the same topic, cat herding. The concept of herding cats was humorous and almost every one of the cat commercials could be recalled but no one knew what the commercial was ...