Let me tell you a cool story I think you’ll like — one that taught me the most powerful advertising lesson I’ve ever learned. See, when the radio-thon rolled around, my client put his personal money where his mouth had always been.
So many local TV ads end up being “talking head radio,” showing the business owner usually doing a “yell and sell” approach.
The four things that need to be in every commercial, no matter what's going on in the world. And whether or not this is the time to renegotiate your media buy.
You have at least one late night host that you probably feel as if you “know,” even if you’ve never met them. And it’s not just you; it’s all of us — we all have this one-sided relationship with at least some celebrities.
The more creative and powerful the work, the more trust is required.
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.
"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..."
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.
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
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.
5s are associating you w/ moment of need -- heavy on recall cues & repetition required for classical conditioning. 60s create bonding & emotion.
It is very difficult to become the guardian of the business.