Make the Logo Smaller?
Advertising creatives and graphic designers groan at a client request to “make the logo bigger.” And both the request and the reaction are entirely understandable.
The 7 Most Common Media Buying Mistakes
Buyers are traditionally incentivized by media reps through overseas trips, cruises, event tickets, “golfcations,” etc. Even if YOU haven’t been bribed by these things, that doesn’t mean your buyer hasn’t.
It Ain’t Always About Creating Better Mass Media Ads
"Our job isn’t to do television commercials. Our job is to solve problems. And it may be that television is the answer, but it probably isn’t the only answer..."
C. F. Hathaway’s Formula for Maximizing a Small Ad Budget
David Ogilvy’s “The Man in the Hathaway Shirt” ushered in a new era of storytelling in advertising. The story, however, took place entirely in your imagination.
The Truth About “Creativity” In Advertising
In stark contrast to the notion of a “spoonful” of entertainment, most ads from highly successful branding campaigns are two-thirds to ninety percent entertainment.
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.
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.)
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.
Participatory Advertising & Traditional Media
The most powerful participatory ads are ones that force MENTAL participation from the audience. Ads that cause the audience to connect the dots themselves. To fill in the blanks.
Theatre of the Mind – Why Your Radio Ads Need It
With the right sound effects, listeners have no choice but to visualize the scene you set forth for them. It will be a purely reflexive, automatic reaction.
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.
Wizard Chat # 4
Psychologists refer to it as "narrative transportation." If you can transport listeners into the story, the ad becomes more persuasive.
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.
Media Perceptions VS Reality [Video]
Maybe what you think is happening… isn’t happening. In this video, I look at the media people think works the best, compared with analysis of what does work the best.