TV ad effectiveness: Making connections

Consumer brands either use advertising to connect with existing customers to strengthen their attachment to the brand, or they connect a new idea or feeling to consumers’ existing neural network of beliefs to stretch what the brand means to them.

Making connections

Charles E Young

How persuasive a TV commercial is depends on how well connected each component part is to those that come before and after it

The art of persuasion usually involves solving the problem of how to make a connection with your audience. For consumer brands, this problem can be solved in one of two ways. You can reconnect with your existing customers, using advertising to strengthen their attachments toward the brand. Or, you can connect a new idea or a new feeling to consumers' existing neural network of beliefs to stretch what the brand means...

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