This is no secret at our shop but it's good to see some studies being written about it.
A funny ad does not translate into instant sales.
The humour can often hijack the message. And as altruist as your client may be, he or she does not feel the need to spend their pressure ad dollars simply entertaining the masses. It has to translate back into solid impressions and transactions (aka sales).
Here is the article that inspired this mini blog from AdNews
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content. OntrackCommunications Inc.