We spend lots of time here at BAM figuring out what we can say in an ad that will make a consumer sit up and take notice. Now there’s some research that indicates that we’ve on the right track. The research shows that 37% of 18-64 year olds indicate that they will click, watch or pay attention to an ad if it is for a brand that they like or are interested in. Humor comes in at 29%. Entertaining at 28%. And in spite of what you may see on TV, having a recognizable spokesperson or celebrity in the ad doesn’t rank high, polling at just 9%.