Due to its narrow formats, traditional advertising relies heavily on the cliché for impact. But online, only tactical advertising makes good use of standardization and formats; they are tactical tools not creative ones.
In 2008 Tom Himpe published the book Advertising Next, on the new age of communication, in it he writes about traditional advertising:
advertising creativity digital advertising Helge TennøWe marketers are a funny lot, in that we seem to learn far better from examples than we do from theories or explanations, however detailed those descriptions might be. I’ve often argued that this penchant of ours keeps us from ever straying far from The Conventional Wisdom -- in that the next campaign must look much like the last one, by definition -- and it means most branding conversations amount to little more than vocational quibbles (versus the thoughtful, strategic analyses our business needs so desperately).
advertising Jonathan Salem Baskin Weight Watchers ChryslerPermanence or permanent presence – having a strategy that enables the brand to connect and generate something meaningful 365 days a year, (as referenced in part 1) is not an extension of advertising, as Fisk here tries to make, it has got nothing to do with advertising – neither is slightly related.
Helge Tennø advertising future of advertisingThis week I spent some time in one of the largest advertising agencies in the UK. I always love going to agencies. There is a lot of energy - people rush around - there is a lot of laughing. How could you not find that motivating. The downside, for the agencies, is that the people that work there are, with very, very few exceptions, half the age of most of the people that buy the products they are trying to promote.
Dick Stroud advertising agencies age grey aging population academiaMarketers are being offered unprecedented new capabilities to target consumers by interests and behavior. There’s growing evidence, though, that consumers are finding these personalized pitches off-putting. A new survey of UK social media users showed that nearly half “don’t like having ads targeted to them based on information included in their social media profiles, including activities, interests, and other personal data.”
advertising neuromarketing personalisation Roger Dooleybrand as business bit: Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself. So it’s helpful to see what can be learned from those in a similar business of creating desire: movie trailers.
advertising commercials Denise Lee Yohn Super BowlI know, they’re funny, and ads with animals and/or kids can't lose. Last night was a ritual for some of us to judge and compare the commercials during a football game that we otherwise wouldn’t have watched. We’re going to spend a few days enduring incessant “best of” lists, marketers will perform some complex gymnastics to explain why the spots are brilliant business strategy, and ad agencies will refer back to all this buzz when it’s time to revive their pitches to sell Super Bowl spots to their clients next year.
Jonathan Salem Baskin Super Bowl advertising commercialsThe fallout of digital technology and its social applications continues to wash across the communications industry, with many leading advertising agencies starting 2012 with staff reductions while big-name brands like Microsoft and P&G fire hundreds of their marketers.
ad agencies advertising bright light Jonathan Salem Baskin social media marketingIn my direct mail days, we used personalization whenever possible. Starting a letter with “Dear Roger” instead of “Dear Friend” responds better every time (if the recipient’s name is Roger, that is!). A sweepstakes that uses a personalized address message like, “Imagine our Prize Patrol ringing the doorbell at 123 Shady Circle,” will garner more entries than one that uses a generic message.
ads advertising neuromarketing personalization Roger DooleyThe news that Ladies' Home Journal was turning to crowdsourcing as a way forward was a bit of a shock to me. The first company I started, Sports and Fitness Publishing, was a magazine company. You could say that I have ink in my blood. My Dad, Grandfather and Great Grandfather were all newspaper publishers. Almost every summer job I had in High School and College was working at the Canton Daily Ledger, my hometown paper.
ad agencies ad industry advertising creatives crowdsourcing John Winsor Madison Avenue publishing
