John Hallward

Advertising that stays at the forefront of consumers' minds

Brand Republic 20-Dec-07, 11:30

Advertisers should be aware that familiarity is not a safe bet when it comes to grabbing the attention of consumers, writes John Hallward, global director of new product development for Ipsos ASI.

Repetitive television ads that are aired continuously simply become wallpaper, with people desensitising themselves from the content and thereby disconnecting from the brand and what it stands for. The human...

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