If you work with clients on their advertising, you’ll eventually encounter the business person who confuses response with results. Response is when the guys at the country club tell you how funny your commercials are. Results is when your commercials cause a whole bunch of good prospects to become good customers. Last month, I probably […]
Very interesting article in the New York Times on how marketers are dealing with the aging of the Baby Boomer generation. The generation still has huge purchasing power, but the messages they respond to are different from those that succeeded with the previous generation of seniors. According to the Times, this is in part because […]
“Most ads aren’t written to persuade, they’re written not to offend.” — Roy Williams Not long ago an ad agency pulled a home improvement commercial off the air in Portland and Seattle because several listeners had called the client to complain about it. The client was concerned that he was offending potential customers, and the […]