I’ve been in the publications industry for over 35 years, and here’s what I’ve found through personal experience:
1. While the major components of an ad are size, reach, and frequency, the most important is frequency. The more times a message gets seen, the better the chance it will be remembered.
2. The television and radio ads I remember best are those that start out with a problem, and then propose a solution.
3. The most memorable ads I’ve see do not point out why their product is better, but why it is different.
4. My reading has convinced me that if sound messages are presented in a “story” format, they can be incredibly effective.
5. If you want to get your message remembered, it’s helpful to appeal to as many senses as possible. That’s why and ad that can be HEARD as well as SEEN can be so beneficial.
And that’s another reason why Aesop remains so popular today.