Funny and creative advertising does not mean it is effective advertising

For many years, the Monday morning sales meeting with my advertising staff following the Super Bowl has consisted of a review of the ads from the previous night. As expected, some ring clear and true to the staff while others are already forgotten 12 hours later.

Funny, creative copy does not necessarily mean effective advertising. I came across this article this afternoon that discussed the Advertising Benchmark Index for TV ads. Fascinating research, and an article worth a quick read

http://mashable.com/2013/11/26/ad-recall-metrics/#!