“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
Roy H. Williams says, "Advertising is a tax we pay for not being remarkable." Dixon melons are sliced into juicy, axiom-proving-bites. Besides their remarkable taste, Dixon melons are available only for a limited time in small quantities.
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.
Without a consistent theme, you probably don't even have a campaign. And then at that point, what are you doing? You're not branding. You're not bonding.
All the data including marketing spend, sales numbers, profit margins, etc.
In business, this is critical. How do you make someone say “Yes” to your request? Robert Cialdini's scientific approach to persuasion found that influence is based on six key principles.
I saw the following posted as a bit of humor online and thought it contained a powerful advertising lesson.
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
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!”
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.
The only emotions that reliably inspire action are those that affect self-image.
Makers of ads push their chairs back and say “yeahhh…now that’s smooooooth.” …while your customer sliiiides right off.
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
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.
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.