Two ad concepts that had interesting results. From freelance copywriter & creative consultant with broad broad consumer & business-to-business experience.  

Conceptual development --
Case: A diet dog food
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THE PRODUCT: Fit and Trim dog food

THE PROJECT: 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.

While I'm at it, here are some other treatments......BACK


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