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A picture may be worth a thousand words on average, but some pictures are worth more than others when used in ads aimed at consumers age 40 and older. A study by Creating Results, which specializes in reaching “mature” consumers, looked at how such people react to photography in ads.
Using face-to-face interviews during September-December in which 40-plusers were shown mock ads, the research found participants preferring ads that used a single image over those with a collage of multiple images, 66 percent to 34 percent.
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