Why we keep making TV ads that suck | Evgeny Bik | Pulse | LinkedIn

Mental models are powerful, and the ‘core belief of how the world works’ is so often the issue. At the same time, anything that sounds like ‘theory’ is often dismissed within businesses (confusing ‘theory’ and ‘theoretical’), so instead we debate the superficial a vs. b, rather than debating the underlying mechanics and worldviews. I’ve made much more strategy hay in my career just by identifying the mismatch between mental model (and therefore activity) and reality than I have through developing creative strategies…

I believe that the fundamental reason for this is because advertisers are desperately trying to produce ads that work – i.e. generate sales. The trouble is: our core beliefs about what makes ads work are based on ad effectiveness ideas that are flawed and dated. As a result, we end up producing ads that suck and struggle to compete for attention in a multi-screen set-up.

Source: Why we keep making TV ads that suck | Evgeny Bik | Pulse | LinkedIn

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