5 questions every ad should answer

5 questions every ad should answer

All ads — no matter whether it’s a TV spot, a print ad, a billboard or a Facebook sponsored post — are vehicles to communicate a message for a company. The most effective ads compel people to do an action that the company wants them to do. That could...
Core principles of advertising

Core principles of advertising

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker What elements make up a good ad? How can you tell if an ad will be effective or not? What will really get people to buy your product or service?...
The network model of marketing

The network model of marketing

We used to focus all of our energy on trying to develop ads that would communicate a singular message about our core value proposition in an intriguing and compelling way. If we could do that, people would buy. The problem is that’s no longer enough. That method works...
Don’t run after a bus

Don’t run after a bus

The 2000 Year Old Man (by Mel Brooks): Don’t run after a bus. There’ll be another.   We sometimes get caught up chasing after trends. Some trends shape the marketplace. Online shopping. Social media. While some trends are just fads. Remember when everybody put QR...
Advertising is herding cats

Advertising is herding cats

People don’t go in the direction you want them to go merely because you tell them to. They go where they want to go, based on their whims at any given moment. Sometimes they’re glad to see you. Other times not so much. Sometimes they’re immersed in what you’re doing....
The perfect ad

The perfect ad

Millions and millions are spent trying to develop the perfect ad that will reach exactly the right audience at the right time with the right message that will get them to buy a product. Brand Managers provide sales data and competitive reporting. Focus groups and...