Questions Mark the Spots From Madison Ave.

Madison Avenue is giving the question mark a workout in current commercials. Advertisements for everything from milk to cars to software to resorts are trying to stimulate interest by including questions in their ads. “What do you need most?” a computer software company asks. “Isn’t it time for a real car?” is the theme of a campaign from General Motors’ Buick line. And the dairy industry continues to ask “Got milk?” Experts are split on whether the tactic is effective. Bobby Calder, a professor of marketing and psychology at Northwestern University’s Kellogg School of Management, said asking a question can spark “a more personal reaction to an ad.” But the flip side is that consumers might be bored by the question and ignore both the sponsor and the message.