The Got Milk? campaign was a runaway success by every measure – except the one that actually matters. It didn’t drive people to drink more milk.
The history of the remote control shows that people have never liked being interrupted by poorly crafted sales messages.
Marketing is often hard to measure scientifically, but don’t just assume that means it’s ineffective.
If you want your message burned into your audience’s memory, you need to keep adding fuel to the fire.