How Advertising Works - Part 1: The Problem

Admit it, you're confused. You don't know how advertising works.Like everyone in advertising and marketing, you pretend you do. But you don't.You believe that ads that win awards are superior to mundane, slice-of-life ads. But why do you believe that? Because you've seen proof, or because everyone else in advertising believes it?You believe that ads that touch an emotion are more powerful than