Publicis is a mystery
TV Advertising: A TV commercial has a high recall rate. That's what the print campaign for Publisuisse aims to prove.
TV advertising A TV commercial has high recall value. The print campaign for Publisuisse aims to prove this. "A picture is worth a thousand words", as the saying goes. But a few words can certainly evoke images. They just have to refer to something very familiar. Anyone who reads "Marilyn Monroe on the ventilation shaft" immediately sees the blonde lady with the puffy skirt in front of them. The brain reacts even more quickly to keywords relating to current TV commercials. For example, you only need to read something about a "tapping or dribbling cow" and the virtuoso Lovely is already dancing in front of your inner eye.amusing multiple choice
The new Publisuisse campaign, developed by Publicis, works according to this principle and thus provides "much more than just an argument for TV commercials, namely a demonstration for TV commercials", as CD Markus Gut is convinced. With each subject, the viewer experiences for himself how well TV advertising sticks in the mind. "It creates measurably higher recall values because it appeals to multiple senses and develops more emotionality," the specialist books teach us.
With the TV screen look and the amusing multiple choice, the campaign is close to the advertised product and immediately catches the eye. The campaign with four advertisements has been running since mid-August and can be seen in the Swiss trade press until the end of October. Further measures are planned, and a start has already been made with a banner on the Werbewoche website.
If the Publicis thesis is correct, you know the answer too!
Andreas Panzeri
The new Publisuisse campaign, developed by Publicis, works according to this principle and thus provides "much more than just an argument for TV commercials, namely a demonstration for TV commercials", as CD Markus Gut is convinced. With each subject, the viewer experiences for himself how well TV advertising sticks in the mind. "It creates measurably higher recall values because it appeals to multiple senses and develops more emotionality," the specialist books teach us.
With the TV screen look and the amusing multiple choice, the campaign is close to the advertised product and immediately catches the eye. The campaign with four advertisements has been running since mid-August and can be seen in the Swiss trade press until the end of October. Further measures are planned, and a start has already been made with a banner on the Werbewoche website.
If the Publicis thesis is correct, you know the answer too!
Andreas Panzeri
