Optimizing ads: Is less always more?

Marketers are constantly on the search for advertising formats that deliver maximum effectiveness for minimal expense.

Optimizing ads: Is less always more?

Dede Fitch

It's the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult. Not only are their financial resources limited, but the consumer attention they seek is scattered and fragmented across a myriad of media. Therefore, advertising practitioners are understandably eager to explore any option that might help them reach consumers with maximum effectiveness and minimal expense.

Since faster, cheaper, and better is the goal, it's not surprising that last summer's release from Nielsen describing their...

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