If people remember your ad more for how it looks and sounds and feels than what it’s saying, that’s when style has overtaken substance; execution has overtaken concept; and brand has overtaken benefit.
But sometimes you have little or no choice: ‘advertising is the USP’ is perhaps a brand’s last resort in a sea of parity products.
It all depends on how good your ads are.
Advertising Concept Book (Second Edition) by Pete Barry
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