CPG companies move toward ads with calls to action

02/27/2013 | Advertising Age (tiered subscription model)

The consumer goods industry is moving to embrace call-to-action ads. One popular call to action is online coupons that become more valuable when shared, a format embraced by Huggies and other companies hoping to move entirely toward digital couponing in the near future. "The key principle is: If people are taking action, they're retaining information better than if it's passive," says Chris Pape, executive creative director at Genuine Interactive.

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