Question: You work for a creative agency making video ads for a client that's struggled to meaningfully connect with potential customers in their ads. Which of the following is an approach to help people think or feel something?
- Avoid humor as it's more subjective.
- Humanize the story.
- Showcase discounts and sales to drive interest.
- Convey multiple messages to resonate with the masses.
Explanation
Google’s ABCDs include Connect, which focuses on making viewers think or feel something. Emotional relevance is strengthened when the creative centers on people, relatable situations, or recognizable needs. This approach helps the message feel more personal instead of purely informational. It is especially useful when prior video creative has not built a meaningful audience connection.
Why the other options are incorrect
Multiple messages: Too many messages can reduce clarity and weaken emotional focus.
Discounts and sales: Promotional offers may drive action, but they do not directly build emotional connection.
Avoid humor: Humor can be effective when it fits the brand and audience context.
Source for verification
https://www.thinkwithgoogle.com/_qs/documents/8472/ABCD_Complete_V7b_HR_1.pdf
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