Ten Words that Build Trust

Do you think one short sentence at the end of your ad could cause a major increase in the level of trust customers place in you? Believe it or not, it’s true. Researchers found that placing the following statement at the end of an ad for a auto service firm caused their trust scores to jump as much as 33%!

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Why I Love Advertising

Advertising is a brilliant and nutty pursuit, and I have to admit that I love it. In fact, I keep a folder (electronically on Evernote, and I carry a beat-up manila folder in my backpack) just to collect stuff that makes me wince or smile. Here are four recent tidbits from the Dim Bulb archive:


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Avoid the Corner of Death!

What’s the worst place to put your logo, and where do advertisers most often put their logo in print ads, TV spots, and direct mail pieces? The answer is the same: the lower right corner, an area dubbed the “Corner of Death” by facial coding expert Dan Hill.

Hill’s comments stem from an interesting eyetracking study by Steve Outing and Laura Rule, reported in The Best of Eyetrack III. This illustration shows a composite average of how people scan a typical web page:

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Seeing Video Ads Everywhere

In 1971, Herb Simon said:

What does an abundance of information create? Basically a scarcity of attention.

And the interesting thing about the quote below from Samuel Johnson was that it was written in 1751. So, one hundred and fifty years ago, people were complaining that there were too many ads in the world.

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Square Peg, No Hole

There’s been lots of talk this year about using advertising to “monetize” social media tech like Facebook and Twitter. I want to go out on a limb and suggest that the idea is a deal with the Devil, at best, because it misses (and misuses) the point of the media.

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About Face by Dan Hill

Book Review: About Face – The Secrets of Emotionally Effective Advertising by Dan Hill

At a time when neuromarketing discussions are dominated by brain scans – EEG on the commercial side, and fMRI for academic research – Dan Hill and his firm, Sensory Logic, are the main proponents of using facial coding as a way to determine what consumers are really thinking.

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Better Billboards

There's a scene early in "Blade Runner" in which a blimp covered in big, billboard-like TV screens hovers over Harrison Ford and announces "a better life awaits you in the off-world colonies." Like many visions of the future, this wasn't terribly futuristic -- imagining billboards that are simply loud and intrusive isn't much more than a variation on the past -- and I'd say there's yet to be a true revolution in outdoor advertising. So I'd like to propose we start one.

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A Protracted Demise

Today begins a week's worth of advertising creativity, insight, brilliance and wit, all of which evidences an industry deeply in denial and perhaps doomed.

Advertising Week is "North America’s premier gathering of cutting-edge communications leaders," according to its web site, which lists a week's schedule packed with guru-level speakers from agencies, media companies, and technology firms. There'll be a little love thrown at big-name client speakers because they spend the money that those agencies, media companies, and technology firms swap with each other.

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Keep It Simple for Boomers & Seniors

Targeting Boomers or seniors with your advertising? Keep it simple. While that’s usually good advice for any kind of advertising, brain scans show a dramatic difference in the ability of older brains to suppress distracting information. Studies by Dr. Adam Gazzaley (then at UC Berkeley, now at UC San Francisco) found the suppression difference in older vs. younger brains was the key factor in memory formation decline in older people.


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Is Love Enough?

ESPN is launching today a new branding ad campaign intended "to demonstrate our love of sports," according to one of its execs quoted in The New York Times.

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