Category Archives for "Advertising"

2 Learning from Mad Men: Old-school advice on choosing the right message for your ads.

Life in an advertising agency makes for great TV drama. And sometimes the powerful men of those fictitious agencies can even teach us a thing or two.

Donald Draper in Mad Men

Donald Draper in Mad Men

Take Donald Draper of Mad Men. That character is based on a real-life ad man of the 50’s — Rosser Reeves. As chairman of the Ted Bates Agency, Reeves produced some of the most memorable slogans of all time, like “M&M’s… Melts in your mouth, not in your hands.”

Creatively, Reeves’ TV ads were formulaic and boring. He had a blatant contempt for public intelligence and many of his spots were banal and insulting by today’s standards. But by God, they worked.

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2 Now, more than ever, you need to quit running those recession ads.

I pay attention to ads. When I read the morning paper or one of my favorite magazines, I notice who’s running what and I thoroughly study the ads that catch my eye. For better or worse. Lately, a lot of headlines lead with the preamble: “now, more than ever…”

Now, more than ever, you need this new Ford.
Now, more than ever, you need to put your money in a little, local credit union.
Now, more than ever, you need a financial planner.
Now, more than ever, you need a vacation to warm, relaxing 5-star resort.
Now, more than ever, you need to support your local non-profit.
Now, more than ever, you need this coupon for pest control services.

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2 Travel industry advertising – Wales misses the fairway by a mile.

Humor me for a minute. I seldom use the Brand Insight Blog to critique ads. It’s just too easy to just snipe about details like an idiotic headline or the lazy use of stock photography. But I recently ran across an ad for Wales that’s simply too bad to pass up.

It’s a perfect example of what’s missing from most brand messages and a relevant case study of what NOT to do in travel industry advertising.

First, a little background on golfers and golf travel. Golfers spend a lot of money supporting their habit. We buy $400 drivers and travel great distances to play exceptional golf courses. But we’re not stupid. We shop around just like anyone else and make darn sure we’re getting the best experience possible when booking a trip.

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48 State Farm is Where??? A customer service disaster.

By John Furgurson

A couple years ago, when my kids were just 9 and ll years old, the subject of insurance came up at the dinner table. God only knows why.

My kids could recite — and often sing — the slogans of every major insurance company in the country. They had been exposed to so many commercials, they knew ‘em all…

“Nationwide is on your side.”

“Like a good neighbor, State Farm is there.”

“You’re in good hands, with Allstate.”

Prudential. “ Like a rock.”

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7 branding bend oregon brand strategy

Put some meat in your marketing messages.

branding blog branding bend oregon put some meat on your marketing messagesEvery year, millions of dollars are wasted on advertising that is glizty and well-produced, but not very well thought-out. Kind of like a supermodel… nice to look at, but there’s just no substance there.

A few years ago I was talking with a restauranteur about this very subject. He had retained an ad agency to help promote his launch. They produced a website, some digital ads, a radio advertising campaign, some social media posts and a slogan without having a single, meaningful conversation with him about his business. If they had, they would have realized that this particular business owner didn’t understand his own brand.

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1 How to survive when the economy tanks.

There’s a lot of economic doom and gloom in the news these days; Unless you’re living in a cave somewhere, you’ve heard about the housing market, the unemployment rate and the rising price of groceries and gas.

For many business owners, it’s frightening. The fortune-teller economists are predicting even more “belt tightening” as the year goes on, and if you let it, all the crummy forecasts might scare you into doing something totally rash. Like nothing at all.

It’s pretty common, actually. When the leading economic indicators start heading south, many business owners go into immediate survival mode. Stop, drop and roll! Duck and cover!

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radio advertising

Is it car sickness, or just nauseating radio ads?

radio advertisingKids get car sick. Cleaning vomit from the back seat is part of every parent’s on-going indoctrination. But when adults start getting woozy every time they run a quick errand, you have to wonder about the cause.

Is it car sickness or the constant barrage of bad radio advertising that makes you want to throw up?

Thankfully, the automotive engineers have devised a cure. With steering-wheel mounted audio controls, drivers can change the channel, quite literally, without lifting a finger. So the instant a bad commercial comes on they’re outta there. Before the gag reflex forces them to the side of road.

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