A candle company is writing copy for a new Display ad with the goal of influencing consideration. What should they do with their creative?

• A. Focus on brand attributes or product value proposition
• B. Rules-based attribution
• C. Data-driven attribution
• D. Brand Lift

Answer: (A)

When aiming to influence consideration, the creative should clearly communicate the brand’s attributes and the product’s value proposition. At the consideration stage, people are comparing options and deciding which ones deserve a place on their shortlist. Messaging that highlights what makes the candle distinctive—its scent profile, burn quality, materials (e.g., natural wax, clean burn), price/value, and any unique benefits (long-lasting, eco-friendly, hand-poured, gift-ready)—helps the viewer evaluate why this brand is worth considering over others. Use visuals and statements that connect these attributes to real needs or scenarios (cozy evenings, relaxing moments, gifting) to boost relevance and pull people further along the path to purchase.

The other options focus on measurement and attribution rather than what the ad should say. Rules-based attribution and data-driven attribution are methods for assigning credit to touchpoints, not guiding creative content. Brand Lift involves assessing impact on perception metrics after exposure, not shaping the message itself.