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Fit and Trim dog food
How do you talk to a pet owner?1 of 3
Years ago, I showed these class project ads in my portfolio,
to a variety of creative directors. Some liked the ad on the left much better,
others chose the one on the right.
I began asking about this, and a pattern emerged.
People who'd owned a dog generally preferred "How do you explain." No clever pun,
but more relevant communication. The lesson: Know your audience, and advertise to them.
While I'm at it, here are some other treatments...