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How do you explain a diet to a dog?
 

  Supposed Advertiser: Fit and Trim dog food  
  Media: Magazine Ad  


Years ago, I showed this and another class project ad to a variety of top creative directors. Some liked the one that said "How to avoid the dog pound." Others preferred this one. I began asking about this, and a pattern emerged. "How do you explain" appealed more to people who'd owned a dog.
 
No clever pun, but more relevant communication. The lesson: Know your audience, and advertise to them.
 
See other approaches to this product in the "tutorial" section of my site.



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