The most successful advertising tells a story. It takes consumers on a journey, actively engages their interest and ultimately delivers on its promise. In many ways, it’s like any good movie — it features a straightforward plot with a beginning, middle and end.
But what happens when a good story falls off in the middle? What would happen, for example, if the 1975 classic ‘Jaws’ rolled its credits right after the little boy was snatched off his raft by the shark? The audience, one would imagine, would be rightfully confused and disappointed — if not downright angry. Why, then, do marketers expect a consumer’s reaction to be any different when they encounter advertising that only tells half the story?
