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What are the ‘Hot Buttons’ that characterize effective ads? McCollum Spielman Worldwide, a research firm based in Great Neck, N.Y., has assembled a list of what it considers the 12 indispensable elements. Leading off the de rigueur dozen: ‘1. Brand rewards/benefits are highly visible through demonstration, dramatization, lifestyle, feelings or analogy. 2. The brand is the major player in the experience (the brand makes the good times better). 3. The linkage between brand and execution is clear (scenario revolves around and highlights the brand).’
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