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Dog jumping Sad dog
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.


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