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Old 12-03-2008, 08:21 AM   #1
ktinkel
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Default Web ad effectiveness

From “Web Marketing That Hopes to Learn What Attracts a Click” by Stephanie Clifford in the business section of today’s New York Times:
The creators and designers of ads have long believed that a clever idea or emotional resonance drives an ad’s success. But that argument may be difficult to make when analysis suggests that it is not an ad’s brilliant tagline but its pale-yellow background and sans serif font that attracts customers.
Goes on to explain that a couple of California companies are experimenting with on-the-fly changes to ad pages based on what the viewer has responded to in the past. More details in the Times article.

My favorite is the last sentence:
Even Mr. Moeck said he was often surprised by the success of certain ads. “Some of it, I just scratch my head and say, ‘I have no idea,’ ” he said.

   
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