They then classified 200 unsuccessful ads and found that only 2% could be classified into the six templates.
But wait there's more...
The researchers brought in three groups of novices and got them to create three ads for three different products. The first group received information on the products and no ad design training. The second group was trained for two hours by a creativity instructor, while the third group was trained for two hours on the six templates.
For all groups, the best best ads were selected by a creative director and tested with consumers.