I subscribe to Roy Williams‘ view that campaigns rarely fail because they use the wrong medium; they fail because they deliver the wrong message. But it’s an uphill battle — one of the most common objections an advertising salesperson hears is “We tried [name of medium here] and it didn’t work.” The other day a […]
On LinkedIn’s Answers Forum, Don Carli asked this question: Is it important for advertisers to know the carbon footprint of the advertising media they buy? My answer, which I didn’t spend a lot of time thinking about, was this: While there may be exceptions (skywriting comes to mind), in general, carbon footprint has to rank […]
Over at the Sales and Marketing Loudmouth Blog, Tim Rohrer has a very interesting take on the role of local marketing. He summarizes his premise this way: Remember, to advertise effectively at the local level, find out how consumers are behaving and then fashion your message to take advantage of their direction and momentum. I […]
Nearly fifty years ago, social psychologist Howard Leventhal conducted experiments in which he tried to convince Yale University seniors to get a tetanus shot. Leventhal initially divided the seniors into several groups, and gave each group different versions of a seven-page booklet on the disease and its effects. According to Malcom Gladwell in his […]