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  • Why do assertive adverts annoy some people?
  • Why do assertive adverts annoy some people?
    Sam Rodgers, Creative Commons (2016) ©
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Buy it now! The science of assertive advertising

Join now! Like us on Facebook! Assertive ads are everywhere, but how effective are they? Canvas8 spoke with Yael Zemack-Rugar, assistant professor of marketing at the University of Central Florida’s College of Business, about why these messages annoy a brand’s loyal customers the most.

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From ads based on people’s online behaviour to witty one-liners on packaging, marketers are constantly adopting new ways to catch the eye of potential consumers. But as attention spans get shorter, capturing and then holding an audience’s gaze is harder than ever. As a result, brands are adapting – YouTube is scrapping longer-form adverts in favour of six-second ‘bumper ads’, while Burger King’s TV spot hijacked AI home assistants in a bid to make the most of its 15-second slot.

While tech is helping shake up online ...

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