Advertising

Commentary
7:30 am
Wed November 6, 2013

Who Saved Up To 40 Percent?

The government has approved of the undertakings.
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One great problem with laws and rules and regulations is that in almost all cases, obedience requires oversight. We’re beset with Medicare and Medicaid fraud, not because they’re bad programs, but because there’s inadequate oversight.

And often, the people at whom the law or regulation is aimed simply don’t know it exists. Take one of the most common phrases in advertising: “Save up to 40%.”

The fact is that if you advertise like that to prospects, they all expect to save 40%.

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COMMENTARY
7:36 am
Wed July 24, 2013

The Thin Line Between Ethical And Unethical

Ethical or Unethical?
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There’s always been a thin line between the definition of a shrewd business policy and an unethical policy.

It’s shrewd business from his perspective if a car salesman doesn’t disclose a problem with the car that he knows exists. Billions of dollars in derivatives were sold: it was a shrewd financial product. Was it unethical that most derivative sellers didn’t explain what customers really were buying? In many cases the sellers didn’t know themselves what they were selling.

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COMMENTARY
7:36 am
Wed July 10, 2013

CNN: A Classic Case In Marketing

Changing the Programming
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Whenever I hear of a real case of marketing, it inspires me. I want to tell everyone who thinks marketing is just a synonym for advertising and promotion.

Television network CNN ranked 23rd last year in advertising revenue among basic cable networks. Spending $379 million dollars placed it behind networks such as Syfy and Bravo. It turns out that most people tune into CNN only in the case of big news events.

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COMMENTARY
7:37 am
Wed June 26, 2013

Share Of Voice Equals Share Of Market

The more advertising, the more a category's a commodity.
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You wonder why every car dealer TV ad is followed by an ambulance-chasing lawyer ad … is followed by a car dealer ad … is followed by an ambulance-chasing lawyer ad … is followed by . . . you get the point.

Business categories become commodities when consumers no longer identify a meaningful difference between brands. When that happens, the only difference a brand can create is in advertising. Better advertising than others, or, as in most cases, more advertising.

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Commentary
7:36 am
Wed May 29, 2013

He-Man Advertising For He-Men

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It’s amazing how little substance there is in most brand advertising today. The vast majority of product campaigns all seem to be pretty photography and fluff.

Brand awareness obviously is the objective. But in most campaigns you have to ask the question, “awareness of what?”

Barbasol, a shaving product that came out almost a hundred years ago, aired a campaign this year that showed some substance.

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