However, in some instances, the advertisements go beyond merely a way of letting people know what's for sale. Sometimes, a local commercial will turn into a State College pop icon. Susan Gummo is one local store owner that has created one of the most frequently run ads in State College. The concept for the ad was the brainchild of Gummo and her husband, and she said it is just an expansion of the appeal of paying less money than somewhere else for the same merchandise. Even if it is for the two pretty girls.
Professors say that's what makes it happen as opposed to a stupid jingle.
While both advertisements have been effective as far as reaching a large audience, Zelinka took a much different approach to the creative process. A graduate of the University with a broadcast-cable degree, Zelinka is a veteran of the field, having owned his own production company. His approach was the more technical of the two. No matter how they went about creating their 30-second spots, there is no denying the fact they accomplish their goal of bringing people into their establishments. We've gotten more of a response from that than anything else.