Make your ad stand out from the crowd

Wednesday, March 16, 2005 at 1:00am

People aren't looking for your ad.

For some reason, advertisers want their ads to look and sound like ads. This seems counterintuitive given the fact that the average American is subjected to more than 3,000 advertising messages every day. But ask someone how many advertisements they can remember and the answer will be drastically lower.

The question is, why?

Let's do some quick math.

There are 1,440 minutes in a day. That's less than half the number of advertisements we encounter on a daily basis. Now take away eight hours (480 minutes) of sleep time. That 's 960 minutes of available consciousness per consumer.

So if we were to actively participate in every single advertising message we encounter, we'd have no time for anything but reading, watching and listening to advertisements. And we'd have to do it at a rate of three ads a minute.

Is it any wonder that people can't even begin to tell you how many ads they see or hear in a day?

The cold hard fact is people aren't looking for your ad. In fact, they'd rather not have to deal with it. There are simply too many advertisements to give each and every one of them serious consideration.

Advertising that looks like advertising is treated by the viewer as nothing more than advertising. Typically, this means that it is ignored.

The good news is that when people do focus on your advertising, they remember it when making buying decisions. They keep a mental log of what you said. And until someone else

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