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Why do some award winning ads fail to sell products?

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Ads that win awards for creativity often do not sell products and, as a result, the ad agency loses the account. How can this happen? Shouldn't ads that are popular with consumers and critics also sell products? Explain this apparent paradox.

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Solution Summary

The expert determines why some award winning ads fail to sell products.

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Sometimes ads are so creative that they forget to showcase the actual product. Thus, the creativity overpowers the product or service and the consumer, while ...

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