Courtesy of Roy Williams, The Wizard of Ads. Rather than just taking a set industry percentage or range, this method requires some actual thought, and some research on your part. Here’s the basic point of view: The purpose of advertising is to increase the exposure of a business beyond what’s provided by its physical location. […]
Suzanne Obermire of RRW Consulting has a thoughtful post on the struggle to establish good boundaries in direct marketing. The issue in question is mobile marketing — delivering advertising to cell phones and other mobile devices. When I take off my direct marketing hat and think about mobile marketing from a consumers’ perspective, it can […]
I didn’t see this until a Wall Street Journal columnist complained about it (and by the way, YouTube remains the most miraculous invention of my lifetime). Kellogg did a wonderful job in selling the benefits of eating All-Bran cereal. Humor is in the eye of the beholder — you may or may not find the […]
One of the most common — and frustrating — conversations that advertising/marketing professionals have with their clients is the one where the client just wants to advertise when they have a special event, or at “peak” times of the year. The jeweler who only advertises at Valentine’s Day, Mother’s Day and Christmas The car dealer […]
These words were spoken, I’ll wager, by a couple of companies who recently advertised in the Oregonian. And it wasn’t the O’s fault. Names are withheld in the hope that they decide to give radio a try — why embarrass them publicly when we could play the hero instead? Advertiser #1 is a local clinic […]