advertising

The Super Bowl’s Intended Receivers

Super Bowl advertisers could learn a thing or two from Eli Manning.

The Giants’ quarterback threw some crisp, clean passes in Sunday’s Super Bowl because he was crystal clear about who the intended receiver was

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Why Super Bowl Ads Suck

I 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.

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Bright Lights Project -- Ad Agencies

The 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.

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Put Your Customer in the Ad!

In 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.

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Will Madison Avenue Become the La Brea Tar Pits of the Ad Industry?

The 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.

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Clotaire Rapaille Patents "Before And After" Ads

Clotaire Rapaille, the author of The Culture Code who was featured in the PBS documentary The Persuaders, is the inventor behind the patent for "Advertisement for Leather Clothing" granted in 2005.

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Social Media Tops TV

Could social media ads, or at least ads on Facebook, outperform similar ads on television? It seems the answer is “yes.” That surprising outcome was reported in the same study that showed ads on the social media giant being more emotionally engaging than the same ads on NYTimes.com or Yahoo.com (see Facebook Ads Most Engaging in Neuromarketing Study).
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Got a Good Story Ad?

Last week my post at Copyblogger, How to Write Weapons Grade Copy, focused on the power of stories to hold the attention of a customer. Here’s a heartwarming ad from the UK department store John Lewis that shows how even a rather long (1.5 minutes) ad can keep a viewer engaged:
 
 
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To Target or Not to Target

Adliterate recently penned a rant about targeting in online advertising. The experience that triggered it is something all of us have encountered (or will eventually do so) - search for something online and be bombarded with ads for the same for eternity.

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Storytelling and TV Advertising (No Story, No Glory)

When I was cleaning out my hard-drive earlier this week, I came across this presentation I did last April at the VTM Day (where I had the honour of sharing the stage with my hero Luc Besson :-)

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