In June 2013, E*Trade announced that it was ending their iconic talking baby campaign. Since it ran for six years and won numerous awards, you probably saw it and laughed. But did it make you want to use E*Trade? Probably not. As Bloomberg Businessweek reported in 2011, the company actually lost market share while the campaign ran. So the real question is why did management continue to run it for another two years?
These days it's more difficult than ever to create effective advertising, but it helps if you understand the basics.
Does It Make You Want To Buy Something? Key Concepts in Advertising from a Practitioner's Standpoint is designed to help readers do just that. It covers a complex subject in a coherent linear manner. And, it provides the information necessary for people to create successful advertising campaigns regardless of the product being sold or budget parameters.
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