The goal of most advertising is to acquire new customers. Unfortunately, that’s not what most advertising actually does.

In this feature, we explain how many apparently successful ads only deliver significant engagement amongst consumers who would most likely have bought the brand anyway. And we reveal the characteristics that enable advertising to do more than simply sell to the converted:

  • How the pre-existence of affective memories exerts huge influence over the effectiveness of advertising
  • Why the ability to create such memories amongst people with no existing commitment to a brand is essential for ads to deliver on customer acquisition
  • The creative techniques that can establish such memories by combining relevance for new audiences with novelty, and alignment with deeper motivations
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