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Creativity vs. Credibility in Federal Marketing
The best marketing messages are those that are not just creative but creative with the goal of getting the audience to take a desired action.
My oldest son’s favorite TV commercial is the McDonald’s ad with the singing fish… “Give me back that Filet-o-Fish. Give me that fish.” I have to admit the song was incredibly catchy and I’d find myself singing it for hours after the commercial aired. Was it creative? Absolutely. Annoying? Absolutely. Did it build credibility? Absolutely not.
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