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> What ads work for you? Why?

Well, it's tough to say which ads "work" for me. I can tell you the ones I remember -- which ads I found funny or touching or annoying.

But whether an ad works is another question altogether. It's rather like a problem which concerned me when I was doing radio research: what listeners tell you and how they behave are can be different things.

I do think this is a dilemma marketers will need to confront as the landscape becomes even more complex. We can't rely on what people say or believe they like. We can only rely on how they act.

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