Mental availability
Mental availability is how easily your ad comes to mind when someone thinks about what you sell. An ad with strong mental availability stays with viewers and influences what they remember and consider, even after they stop watching.
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Emotional vs. rational advertising appeals for services
Emotional ads win for restaurants, rational ads win for dentists.
Whether an emotional or a rational pitch works better isn't a matter of taste; research shows it depends on what kind of service you sell and how easily a customer can judge its quality before they buy.
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AI in Advertising, Honestly
AI can speed up your ads without flattening your taste.
AI can write and design ads faster, but speed is only an advantage if you still control the look, tone, and details that make your ads unmistakably yours, not generic.
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AI in Advertising, Honestly
People can't spot AI-made ads, and that's not the point.
A Berkeley study by Huang and Katona found people guess right only 64% of the time on whether an ad was AI-made, barely better than a coin flip, and the confident guessers were often the most wrong. That finding says ...
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How Advertising Actually Works
Why a clever ad can still lose to a boring one with a logo.
The research says a viewer's brain needs about 1.5 seconds and a clear brand marker to remember an ad, which means recognizable branding does more reliable work than a clever idea.
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60/40 rule
The 60/40 rule doesn't apply if you don't have two budgets.
The 60/40 rule was built for companies with a brand budget and a performance budget to split. Most small businesses have one ad account, so the ratio doesn't transfer, but the reasoning behind it does: mixing recognit...
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Judging an Ad Before It Runs
The first 60 seconds of reviewing your own ad.
Before you spend a dollar on an ad, the first 60 seconds of review should check two things: can someone recognize your brand without reading it, and is every claim in it true and provable. Everything else can wait.