Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland | Go to book overview

23 SEQUELS

Sequels are a particular form of advertising style where the character/s are held constant and become associated with the brand. Sequels are something of a natural answer to the often over-exaggerated problem of 'wear-out'.1

Why is it that every new campaign for a brand has to be a total change? If your ad or campaign is worn out, it usually means people are bored with it or irritated by it. If you develop an entirely new ad that bears little if any relationship to the old one, then out goes another baby complete with the bath water!

Why change everything when your ad wears out? All too often, we seem driven to come up with an entirely new ad concept. The message may be the same but the new execution is a total departure from the old. We may have just spent a year and $30 million to break through the clutter—to build a strong awareness of the ad in people's minds. It has been a hard, competitive and expensive exercise but we have succeeded in taking the high ground. The ad campaign now dominates the category in share of mind. Then suddenly, for some reason, someone decides to change the ad. The focus is now on unleashing some other, entirely different type of ad execution. Why do so many advertisers make it hard for themselves by being intent on doing it all over again from scratch?


'Wear in'

Think of a new ad as having to 'wear in'. Like a new shoe, it may take a little time. The better the quality of the shoe the less time it should take to wear in. Some ads wear in very quickly. A great creative execution can capture the mental ground very quickly with a minimum of media weight. Other ads are of lesser creative quality and require more time and media weight to wear in. Unfortunately there are very few great creative executions.

-251-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 366

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.