Advertising

Commentary
8:47 am
Wed April 18, 2012

Timing May Determine Brilliance

The Sears Crosstown Building on Cleveland in Memphis in 1927.
Photo from The Memphis Public Library

If Wall Street had a big scoreboard showing the individual performance of corporate CEOs, you’d probably find that about eighty percent of them fell pretty much in the middle.

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Commentary
1:01 pm
Wed March 14, 2012

If It's Important, Just Say It!

A JC Penney retail store.

The very best advice about advertising is: if you have something important to say, just say it. If you don't, sing it. So it distresses me when I see advertising that says nothing, for a brand that really has something to say. And in the case of JC Penny, I mean, literally nothing.

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Commentary
6:56 pm
Thu March 8, 2012

Newspapers are Hard to do Business With

I know why newspapers are in trouble. Sure, there’s been a flood of competitive media. Especially the Internet. And fewer people today want a whole lot more than headlines. And only we older people, apparently, appreciate a hands-on newspaper experience. 

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Commentary
1:05 pm
Thu January 12, 2012

Television Increasing Its Share of Ad Dollars

Television’s share of American advertising dollars is expected to have grown this year by about one-and-a-half percentage points over last year.
Justin Willingham WKNO-FM

Television’s share of American advertising dollars is expected to have grown this year by about one-and-a-half percentage points over last year.

How can that be, you ask. What about the enormous growth in the Internet, the explosion of social media advertising?

The splintering of advertising media has been like a fragmentation grenade. Media segments. Then the segments segment. And it’s this very splintering that each year makes television more valuable to advertisers. Because television remains the one medium that still can deliver a big audience.

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Commentary
9:20 am
Sat January 7, 2012

Too Many Conditions Can Spoil the Offer

If an offer is too good without all the conditions, it’s a lousy offer.
David Smith fotolia.com

Almost all retailers constantly are trying to think up ways to get more people into their stores. And it gets harder and harder to come up with new ploys.

But occasionally they come up with an offer so good that it scares them. So the retailer starts adding conditions to make the offer less costly to the store.

Listen to this offer from Staples: a coupon worth twenty dollars off an in-store purchase of twenty dollars or more. One day only at the Memphis store only.  

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