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What makes campaign ads work? Is it just about the money? Chris Knopf joined the conversation on "The Colin McEnroe Show" on WNPR-FM, July 27.

The show's host Colin McEnroe reviews this year's crop of primary campaign ads with guests and listeners. Knopf, Mintz & Hoke chairman and executive creative director, observed that there's sameness to most of them. "I needed to take notes to keep track. The candidates with money could afford more memorable ads, yet social media has helped level the playing field. And while most negative ads will test negative, they often work in real life. In front of focus groups, it's hard for people to admit they don't like babies or people who have mothers. But at the polls these ads do have an effect. Often they have more substance and a memorable point of view - until they turn people off."