Advertising: Less is Much More

No matter what your budget, you can't afford to bore consumers. Here's how to communicate the message without getting mired in details

"The best way to be boring is to leave nothing out."-- VoltaireThis morning I heard a radio commercial from a national health insurance company. I tuned in long enough to catch an announcer drone on about features and benefits, co-payments and deductibles. Then I tuned out. I'm sure it was very interesting to the marketing people at the insurance company, just not to me -- or any of the thousands of other listeners the business was trying to reach.

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