- Print ads can stick in the memory because of the involvement in recognizing, comprehending, and processing words and symbols.
- Ads with emotional content are much more effective than those without.
- Ads embedded in mobile entertainment shouldn't interrupt the game before an important play.
- Ad content should connect with the audience's objectives.
The store is Pirch, and the "old lady" is Iris Apfel, known for her distinctive sense of style. The CMO says, "We looked at this campaign from the approach of explaining and establishing Pirch as a lifestyle, experiential brand." An interesting ad that puts a different spin on "experiential" to attract attention.