Both ads have strong product focus and advertiser identification so that the reader quickly knows what the ad is about and from whom, but Ad A, using the borrowed interest of the charming babies coupled to the innocent headline “No wonder mommy and daddy spend so much time in here” is three times as memorable among women as Ad B with its stereotyped model and its atypical and possibly guilt-arousing headline “Hmmm. 10 am. So much for being a morning person.”

The copy in both ads tells the reader that the sheets are 100% cotton and pre-washed for softness, but the wrap-up line in Ad A - “prepare yourself to be babied” - is above average in persuasion and more compelling than Ad B's - “and don't you just hate morning people, anyway.”