Gallup & Robinson often finds that within otherwise successful campaign approaches, some ads dramatically outperform others, there is little guidance as to which would be the most effective to repeat. In-market testing provides the best evidence of audience response and the most certainty as to which is the better investment to run or repeat.

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.”