Overcome AD-versity

Index

Advertising

approval process, 125–135

challenges, 1–10

goal for, 34–36

guidelines for, 74–79

print, 112–113

producing, 137–144

product and users, 149–154

product benefits, 11–24

promise, 36–43

redundant, 175–177

target, 32–34

Aided recall/prompted recall, 166

American Dental Association, 57

Announcer, 88–97

Artificial intelligence (AI), 3, 7

Attention, 74

Audiovisual synchronization, 109

La Bamba for Pop Secret microwave popcorn, 102–103

Barker technique, 91

Belief, 28–31, 68

Believable, 2, 53–54, 61–62, 86–88, 98, 107, 142–143

Betty Crocker cake mix, 40

Blue Friday, 66

Blueprint, 27–30

Body effect, 38, 39

BOGOs (Buy One Get One), 176

Brand ID, 74–75

Burke DAR (Day After Recall) scores, 165

Burnett, L., 94

Camay bar soap, 88

Carrageenan, ...