For a campaign to succeed, it has to touch a chord with its audience.

But those chords vary from category to category, and audience to audience.

So it’s critical to vary your approach accordingly:

• Touch the heart in one campaign.

• The brain in another.

• The funny bone in a third.

• And in rare cases, (political advertising for example) you might want to consider a kick to the crotch.

A number of television campaigns reflecting those approaches are on the next page.