You've Got It!                                                

DIRECT, PRODUCT FOCUS, NEWS AND VARIETY COMBINE FOR A GLOWING PERFORMANCE

This ad is more than just a big picture of the product, although that in itself is a technique associated with above-average recall, as it orients the reader quickly to the topic and often provides bran identification. But beyond that, the ad offers news, news of a new feature – the indiglo dial – which is communicated directly in the headline and then in the sub-illustrations. And it not only tells, but shows the various indiglo dials in a variety of colors, allowing the reader to see the claims for herself and find a color option that works. Reader attention, brand identification and communication are almost immediate and gives a memorable performance. This ad is above norm on both recall and persuasion, and is more than 3 times as effective as Ad A (Fashionably Late) in reaching and persuading readers.