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Memorable Advertisements for Forgettable Products: Whether a Popular Campaign is Necessarily a Successful One
Do high-profile “image” ads, which often are popular enough to take on lives of their own in terms of catchphrases, images, and even merchandising, actually produce tangible results for the advertisers? Detractors of such campaigns say that ads that seek to be “liked” by consumers sell the advertisements, not the product, and fail to translate into sales. But the counterpoint to that argument is that popular ad campaigns grab the attention of the consumer.
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