A candle company is writing copy for a new Display ad. They want to use it to influence consideration for their product. What should they do with their creative?

  • Focus on a specific offer or a product (upsell)
  • Focus on brand attributes or product value proposition
  • Focus on story-telling around the brand
  • Include an implicit or explicit call-to-action (Buy Now, Buy Here, Shop Here, etc.)

Depending on the creative content of your ads and the format you use, most channels can be used for several stages of the customer journey. To use particularly influence consideration for product you should focus on brand attributes or product value proposition.

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