Wizard’s Roundtable: Episode 2
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.
Parasocial Influence
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.
4 Marketing Lessons from The Creative Revolution’s Most Legendary Whisky Campaign
The more creative and powerful the work, the more trust is required.
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..."
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.
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.
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.
How to Pick a Great Media Buyer — Even When You Don’t Know “Jack” About Media Buying
It is very difficult to become the guardian of the business.