Billboards, Outdoor, and Ambient Advertising
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.
Direct Response Vs. Branding – The Real Difference
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
Snatching Defeat from the Jaws of Victory
Every customer who was going to buy from you, but who then decides to take his business elsewhere represents far more than a lost sale.
The Pros & Cons of Comparative Advertising
Should your ads directly attack your competition? Should they make direct comparisons between your product and service and the competitors?
How to Let Your Customer See You 3D
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
The Modular Marketing Magic of Brandable Chunks
Done right, Brandable Chunks will shape and reframe how people perceive your company. Just like they changed a behind-the-times whisky into a badge of masculinity and tradition.
Collaboration in Campaign or How Fudd became Bud
Sometimes in creative corners, collaboration is a four-letter word, like “Nyet.” But, recognizing a good idea and building on it is a resounding, “Da” (Sounds like DUH.)
Cookie Wisdom
The message came in a fortune cookie. In tiny capitals it shouted, “BUY THINGS BECAUSE YOU NEED THEM, NOT BECAUSE THEY ARE ON SALE.”
Combining Long & Short Ads to Stretch Your Ad Budget
5s are associating you w/ moment of need -- heavy on recall cues & repetition required for classical conditioning. 60s create bonding & emotion.
The Advertising Magic of Mirror Characters
The first two of the Three Little Pigs are mirror characters. You only appreciate the third pig’s success after witnessing the failures of the first two.
Hope, eyeballs and scrolling through garbage
If you post for engagement, you're wasting your time on keyboard warriors. If you post creative, persuasive ads that force us to think, then you have a fighting chance.
Radio’s “Greatly Exaggerated” Demise — And How That Affects You
This gap between expectations and reality means people can buy really effective radio very inexpensively.
Super-Hero Advertising — The Power of Your Genesis Story
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.
The “Wasted” Part Is the Part that Works
Your gut desire, when advertising, is to want to speak to “people ready to buy TODAY.” This is the desire that has made Google rich beyond the dreams of avarice.
Gert Boyle’s Success Secret for Owner-Operated Businesses
When a heart attack took Gert Boyle’s husband away from her in 1970, she found herself at the helm of a struggling outerwear manufacturer.