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Great advertising is a bargain

Advertising is trading entertainment or information for our time and attention.

  • You entertain (or inform me) — and I’ll listen to your pitch.
  • If you bore me, I’m going to resent you for wasting my time and reject your brand.

Do your ads reward people for the time they give you?

Here’s an example done well from Burt’s Bees:

(More about the campaign here.)

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