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Archive for Interactive Advertising
September 26, 2009 at 4:56 am · Filed under Advertising Media, Interactive Advertising
A periodically fashionable criticism made against advertising is that it manages to work at a subliminal, or subconscious, level, persuading innocent consumers to purchase goods that they otherwise would not. This was first “discovered” by a marketing researcher, James Vicary. In 1957, he conducted an experiment where the flashing of “Drink Coke” and “Eat Popcorn” messages flashed on a movie screen for 1/3,000 of a second, subliminally suggesting to cinema patrons that they should purchase goods at the concession stand. Read the rest of this entry »
August 12, 2009 at 10:46 pm · Filed under Advertising Regulation, Federal Trade Commission, Interactive Advertising
1. Consent order. When a company signs a consent order, it agrees to correct or discontinue the questionable practices. Proposed orders are given a public hearing, and consumer comments are taken into account. Companies that violate a consent order can be fined. Read the rest of this entry »
August 3, 2009 at 11:08 pm · Filed under Covert Advertising, Interactive Advertising, Product Integration
In the view of advertising as market power, advertising’s main role is product differentiation. In other words, advertising helps change consumer tastes and establishes brand loyalty. Consumers are fairly passive, easily influenced by advertising. Read the rest of this entry »
August 3, 2009 at 10:58 pm · Filed under Advertising Media, Billboard Advertising, Classified Advertising, Interactive Advertising, Product Integration
Consumers are exposed to a vast number of commercial messages each day—anywhere from 500 to 3,000, depending on how one defines a “message” and how much the individual chooses to use the media on a given day. Read the rest of this entry »
November 3, 2008 at 1:58 am · Filed under Advertising Media, Classified Advertising, Covert Advertising, Embedded Marketing, Interactive Advertising, Product Integration
They get to work, finding phrases that contain these 13 words. Then, 25 minutes later, you have a wide assortment of phrases:
- Fast Food, Food for Thought, Finger Food, Food Bytes/Bites.
- Bite the Hand that Feeds You, Mega-Bites, Big Bite, Little Bite, Bite your Tongue, Overbite, Underbite, Bite Down.
- Party Animal, Party Faithful, Life of the Party, Democratic Party, Republican Party, Independent Party, Party till you Drop.
- Club Sandwich, Ham Sandwich, Chutney Sandwich, Hot Sandwich, Hero Sandwich, Sandwich it in, Sandwich, Massachusetts. Read the rest of this entry »
November 3, 2008 at 1:44 am · Filed under Advertising Media, Classified Advertising, Interactive Advertising
From time to time, you may be asked to get involved with a print advertisement. It might be a consumer ad. A retail ad about products on sale. A business-tobusiness ad targeting your vendors. A corporate ad for the community, etc.
However, the more generic your approach and the more general your audience, the more wasted circulation and the less likely it is that your message will reach its target efficiently. Read the rest of this entry »
October 28, 2008 at 11:29 pm · Filed under Content Wraps, Embedded Marketing, Graphic Design
Put the various elements together to complete the copy for a print advertisement:
Daily Rounds
Let’s have a round table discussion about healthy breakfast choices: Navel Oranges. Sweet, juicy Navels are just what thedoctor ordered. There’s nothing artificial about these golden sections of a 100 percent natural fruit. They’re high innutritious vitamin C. But low in calories. Full of refreshment. And they’ll fill you full of energy. Read the rest of this entry »
October 28, 2008 at 11:27 pm · Filed under Advertising Media, Embedded Marketing, Interactive Advertising, Internet Advertising
Notice how few words it took to make the health-related points and tell the story: There are no extraneous words to slow the copy down; no unrelated information to diffuse the story. Even the verb that asks for the order “Pick up • ..” relates to the product—oranges are “picked,” as we explored with Creative Advertising.
Once the story is completed, it’s time to start at the beginning: the headline. Since you’re telling a health story, let’s return to Creative Aerobics #2 and #4 and review the layers of information already created. Read the rest of this entry »
October 23, 2008 at 3:59 am · Filed under Advertising Media, Interactive Advertising
Rule 1. If there is one directive that is most important, it’s this: KEEP IT SIMPLE. Imagine every headline you write is a billboard on a highway. When it comes to words, less is almost always more. Use only as many words as it takes to make your point. Not one word more, but not one word less, either. Read the rest of this entry »
