Randall Rensch, Copywriter, Portfolio (Capabilities Brochures)

NEW SEARCH INDEX


How to avoid the dog pound		How do you explain a diet to a dog?

Assignment: Fit & Trim low calorie dog food
Media: magazine ad

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 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.

NEW SEARCH INDEX

About Me | About You | About Advertising
E-mail
r r - w e b

r e n s c h . co m
Web site copyright ©1996-2001 Randall Rensch All Rights Reserved
Common Sense, Uncommonly Presented is a service mark of Randall Rensch.