I recently completed a 13-page white paper called “The Seven Deadly Advertising Mistakes and How to Fix Them.” It’s a study of some of the most common ways that companies waste their advertising dollars — along with suggestions to make those dollars work harder and smarter. Among the subjects I cover are: Why trying to […]
One answer to this question comes from a study conducted by the Stanford University School of Medicine and Packard Children’s Hospital. According to AdAge.com (thanks to Rick Lewis for alerting me to this), kids 3 to 5 years old were fed two sets of identical foods — some in McDonald’s wrappers and some wrapped in […]
In the space of a couple of hours, I read a couple of articles that contradict each other on the subject of language. First (in order of when I read ’em) was a capsule review of the book Branded Nation by James B. Twitchell. “Twitchell,” wrote reviewer Steve Cone, “is unusual among college professors in […]
When you work on a marketing campaign, it’s natural to want to make sure you’re targeting “the right people” with your message – the people who are most likely to do business with you. Media people have access to a variety of research tools to make some educated decisions about the kind of people who […]