What Jobs Does Advertising Do?
Solid piece by Des Traynor. I like the question “what jobs does X do?” because it makes your design (in this case advertising) work for its meal. If you know what jobs it does, you can objectively measure it. Also, includes a helpful framework: “Young stated five reasons companies advertise their products: to familiarise, remind, spread news, overcome inertia, and to add a value not in the product.” Read the whole thing: What Jobs Does Advertising Do?