What is Your Price Tag Advertising?
It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.
Brand Distinctiveness and Key Words at Key Times
If people do business with you because of your ads, then they’re expecting the buying experience to match the one promised in the ads.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?
Sizzle is a Sound Effect
"Sell the Sizzle, Not the Steak” — or so says Elmer Wheeler. And if you’re in marketing or sales, either you like that phrase, or rather strenuously object to it. Those who object say things like "If you sell sizzle without the steak you’re a con artist."
They Hate My Ad! (Now what?)
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.
Advertising Effectiveness: 50 Years of Research Distilled to Top 10 Most Important Elements
All the data including marketing spend, sales numbers, profit margins, etc.
Story Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
McMann & Tate: Worst Ad Agency Ever
Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”
The Recessionary “Share of Voice” Bonus
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.
Getting Human Nature to Work FOR (Rather Than Against) Your Business
The only emotions that reliably inspire action are those that affect self-image.
How Often Should Your Ad Play | Wizard’s Roundtable
How long should each ad stay on? How many ads do you run at a time? And as we look into the second half of 2020, is there less clutter out there?
Mistakes aren’t wrong. Wrong isn’t a mistake.
Makers of ads push their chairs back and say “yeahhh…now that’s smooooooth.” …while your customer sliiiides right off.
Creating Story Appeal On Demand (Part 2)
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
Radio’s Missing Creative Revolution
Radio never teamed up copywriters with sound producers to create great ads that pushed Theatre of the Mind to full effect and that were more than the sum of their parts.
Making Better Recruitment Ads | Wizard’s Roundtable
How you recruit can say a lot about your company to both prospective employees and prospective customers alike. Some tips: As with any advertising, involve the applicant. It's not about money. Use current employees.