ESB created a series of commercials for Express Home Buyers that were similar to those for Michael and Son – 2 commercials of only 15 seconds to increase visibility and air on more occasions than one 30-second ad. This is a great technique when there is a service involved instead of a product, since a product demands attention to specifics. Here, ESB highlighted the service and then focused consumer attention to contact information. By having two shorter segments, consumers see the contact information more often and the name of the company becomes more memorable.
