Archive for October, 2008
Thinking Small Can Be Really Big
By the beginning of the 1960s 88% of American homes had television. There were three networks. Consumers had only three choices of what to watch at any given time of the day or evening before the programs ended until the next morning.
For advertisers it meant that by just placing their commercials on the three networks they could get their message in front of 88% of the country. It was the era of mass marketing.
In today’s market, however, the most lucrative opportunities come from Read more »
Creating A Compelling Reason
It was a small book with a big promise. If you bought the book you would have all the information needed to buy and sell stocks, on your own, and make your personal fortune.
Who wouldn’t want a personal fortune? Why wouldn’t everyone buy this book? The cost of the book was minimal. Little did the author know that the path to success in selling his book had less to do with the actual content delivered, than with the advertising message used to make the sale.
The outcome is one of Read more »
The Importance of Being Different
In the 1950s a man named Rosser Reeves, who was chairman of Ted Bates & Company, a New York ad agency, identified and introduced a concept he called the U.S.P. — the Unique Selling Proposition.
Reeves’ finding was that the U.S.P. is the single most important element in determining whether an ad campaign will be successful. He used his concept in many successful campaigns for clients such as Anacin, Colgate, and Viceroy Cigarettes. His ads were incredibly powerful and made Ted Bates & Company the fifth largest ad agency in the world by 1960.
He created what is considered the most successful U.S.P. ever in the history of advertising for Read more »
Repetition, Familiarity and Desire
If you watch TV with any amount of regularity you have been exposed to an onslaught of pharmaceutical ads. The people in the ads all look happy and healthy despite the afflictions, illnesses or ailments they are representing.
The average American is exposed to 16 hours of pharmaceutical advertising per year. For a thirty second commercial that means the consumer will have seen drug ads 1,920 times in a year or an average of 5.2 times each day.
In 2007 pharmaceutical companies spent Read more »
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