This content is currently only available to AUDIENCExSCIENCE registrants. You must log in to your MyARF account at the upper right corner of your screen to access the event content. If you are logged in and still don't see the content, please hit browser refresh or log out and log in again.
If you need any assistance, please contact us at
registration@thearf.org.
Summary
What is the special sauce that elevates an advertising campaign from workmanship to artistry? Olson Zaltman researchers reviewed more than 200 of the most iconic advertising campaigns to “separate the best of the best from the rest,” then wove their findings into what they called the A-B-4C Model of Winning Advertising. Brands and agencies developing new creative can look to this model, or look at existing ideas through lens of this model, to see which elements of it are in their campaigns. “There’s no guarantee your brand will be a huge hit, you still have to pull the correct emotional levels,” James Forr asserted. However, having “one or more of these elements suggests that the odds of success for your campaign will go up significantly”:
