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	My Second Kroika Ad   (January 18, 2006) (To see the animated ad, please go to kroika.com) I am delighted to report that my first ad for Kroika Cookies tested very high in all four demographic quandrants: females under 25 years of age, males under 25 years of age, and females and males over 25 years of age. Yes, high percentages of all four groups reckoned it was one of the cheesiest, most incomprehensible ads they'd ever seen, and most absolutely loathed it, especially after clicking on it in an almost pavlovian fashion to see it again and again. Needless to say, the Kroika marketing team was ecstatic. Why, you non-industry pundits might ask? Here's the inside scoop: emotion sells. The ad people love--that works. The ad people hate--that works even better! Strong emotion talks, forgettable blah walks. Although few young people will recognize these figures--didn't the Cold War get dropped from the curriculum, along with P.E., music, and art?--it doesn't seem to affect the ad's special magic. * * * copyright © 2006 Charles Hugh Smith. All rights reserved in all media. I would be honored if you linked this wEssay to your site, or printed a copy for your own use. * * *
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