Category Archives for "Radio Advertising"

1 Bad puns, bribes and other branding blunders

Graham Robertson of Beloved Brands recently revealed some reasons why advertising is so damn hard. I won’t give them away, but I will share this:

Advertising is hard for the corporate brand manager who has big ad agencies, market research firms, and millions of dollars at his disposal.

It’s hard for the mid-level marketing manager who knows his consumer and his sales pitch, really, really well.

It’s even hard for the hottest advertising agencies.

So why do so many CFO’s, CEOs, scientists, sales guys, golf pros, engineers and accountants think it’s easy? Why do they take it upon themselves to write headlines, choose photos, and dictate the art direction of print ads, commercials and digital campaigns?

read more

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.

read more

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.

read more