Archive for July, 2009
Doing the Unexpected
Open a copy of Entrepreneur magazine and you’ll see ads for business opportunities. Flip through the pages of Vogue and you’ll find ads for designers, perfumes, and cosmetics. Most people would agree that matching the message to the media and the reader is common practice and good advertising.
After all, what better place is there to sell golf clubs than in a media source that is read, watched or visited by people who play golf?
That is giving people what they expect. Dig deeper into the research of behavior and psychology, however, and you’ll start to uncover this fascinating truth. If you Read more »
The Red Dress
In 2006 Delta Airlines unveiled some new looks in flight attendant uniforms. Among them was a red dress. The dress was designed to provide attendants with a classier, and somewhat sexier, look. But there is a problem. It seems that the dress is only made up to a size 18 and now the union representing the flight attendants wants it made to a size 28.
The fact is, a red dress in a size 28 is a different image than a red dress in a size 18 or smaller. And every company should be able to put forth the type of image it feels best represents their brand. Image is one of the key elements in marketing and branding.
In the case of Delta, the significance of the color red for the dress is important. Red exudes power and sex appeal. Color is the Read more »
Mastering the New Media
Nikola Tesla, Philo Taylor Farnsworth and Tim Berners-Lee are three names not typically associated with advertising. Each, however, is credited with the invention of a new form of communication and technology, each of which eventually became an opportunity for merchants to hawk their wares to an increasingly bigger and broader marketplace, changing the face of advertising.
Advertising is the opportunity that knocked with the invention of radio (Tesla), television (Farnsworth) and the World Wide Web (Berners-Lee).
As with all new technologies, it took many years for the mastery of each to be developed as a source of advertising. We can Read more »
Put Your Marketing to the Test
In 1961 Dick Benson founded the first advertising agency specializing in direct mail. Eight years later he turned it into a consulting organization and worked with companies across the U.S.
Copywriter Chris Stagg said of Dick Benson, “They risked his bark and his bite because the rewards were so great. They listened, they learned and they followed all the way to the top.”
My path crossed with Dick Benson in the 1970s when the company I worked for hired him as a consultant. Of the many lessons I learned from him, the most important is the value of testing. He preached it relentlessly, and he practiced what he preached.
Testing can increase your advertising effectiveness 400%. Testing can open a new market that delivers Read more »
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