Over at Jaffe Juice, a great little exercise to show just how much unclear, undifferentiated communication clutters up TV screens across the world every day:
"Today, tonight - or whenever - pick an hour of television watching (assuming you do watch television at all) and watch EVERY SINGLE 30-SECOND SPOT.
Don't take notes and don't overly concentrate or do anything that you wouldn't normally do when watching.
The next morning or perhaps I should say 24 hours later, report back on the following:
- how many commercials in totality do you think you watched?
- how many commercials did you remember?
- of these commercials, how many brands did you remember (as opposed to "the one with the bunnies")
- of these commercials, how told you something you didn't know, offered up something of value, and/or made you want to buy (or consider to buy) that particular brand/product/service"
5-minute workout: would your communication cut through the clutter and pass the "morning after test"?