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Consumers don’t typically have positive views of the companies that are advertising to them. In fact, most are usually annoyed that they’re being advertised to at all, and that’s the uphill battle advertisers fight.",{"__typename":67,"name":68,"clientId":69,"parentClientId":58,"anchor":58,"attributes":70},"CoreHeading","core/heading","69f0db2bd26b4",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":73},"CoreHeadingAttributes",2,"Awareness (Top of Funnel—TOFU)",{"__typename":55,"name":56,"clientId":75,"parentClientId":58,"attributes":76},"69f0db2bd26b6",{"__typename":60,"align":58,"backgroundColor":58,"content":77,"fontSize":58,"textColor":58},"“How is there an unskippable 30-second ad in front of a minute-long video?”",{"__typename":55,"name":56,"clientId":79,"parentClientId":58,"attributes":80},"69f0db2bd26b7",{"__typename":60,"align":58,"backgroundColor":58,"content":81,"fontSize":58,"textColor":58},"The first instance of awareness is typically annoyance. People don’t like seeing ads. As much as we care about advertising, we might enjoy commercial breaks ourselves because we get to see what other creative work is out there. For most people, it’s just a thing standing between them and the content they actually want to see.  ",{"__typename":55,"name":56,"clientId":83,"parentClientId":58,"attributes":84},"69f0db2bd26b8",{"__typename":60,"align":58,"backgroundColor":58,"content":85,"fontSize":58,"textColor":58},"The way to overcome this is to make your advertisements something enjoyable, something that people will want to see. A time-honored tactic in advertising is to create an earworm, a catchy song or jingle that gets in a consumer’s head, but sometimes advertisers take these too far and try to intentionally annoy consumers for the sake of being memorable. (Kars 4 Kids, we’re looking at you.) When consumers have so much choice, it’s not worth it to create a memorable first impression if they remember it because it was bad. 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When customers feel like they’re getting a little something extra from their preferred brand, then there’s almost no reason to look elsewhere.",{"__typename":67,"name":68,"clientId":144,"parentClientId":58,"anchor":58,"attributes":145},"69f0db2bd26cc",{"__typename":71,"textAlign":58,"level":121,"align":58,"anchor":58,"content":146},"Advocacy",{"__typename":55,"name":56,"clientId":148,"parentClientId":58,"attributes":149},"69f0db2bd26ce",{"__typename":60,"align":58,"backgroundColor":58,"content":150,"fontSize":58,"textColor":58},"“Oh, I prefer ___.”",{"__typename":55,"name":56,"clientId":152,"parentClientId":58,"attributes":153},"69f0db2bd26cf",{"__typename":60,"align":58,"backgroundColor":58,"content":154,"fontSize":58,"textColor":58},"Brand advocacy is much more casual and subdued than people in the advertising world make it sound. 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