Today we talked about the "R" again. Yes Response!
Try not to think of "response" as what we want our TA to do after seeing the ad. But what should be done so that the ad would be a response to our TA.
In other words, we are not interested in how people respond to our ad (they will do it anyway, positively or negatively), but our ad must be a response to the audience (meaning the ad will address a thought, a dream in their mind).
The response to people interested in 61382A could be: "We are cool! Isn't it the creative programme that you are looking for?!"
The response to people reading the Red cross ad could be: "Why shouldn't you be afraid? Your blood bank is right here!"
The response to people reading the XTC ad could be: "We are not selling ice-cream, we are offering you a piece of artwork!"
See?
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