Category: Advertising
Ambient Advertising
by Patrick Sheffield on August 11, 2011Last month I wrote about a creative form of advertising called minimalist advertising, which seeks to grab attention with simplicity. There is another type of advertising that is equally creative, but at the other end of the spectrum. Ambient ads try to break through the clutter by being placed outside of traditional media, often with elaborate set up or “props.” Typically, the ad will display some sort of product benefit in a very in-your-face way. When done well, the ads are both visually and intellectually creative. And while viewed by a relatively small audience compared to a television ad, for……
Minimalist Advertising
by Patrick Sheffield on July 18, 2011Consumers are exposed to thousands of advertisements every day. Whether on the internet, television, radio, public transportation, or on our highways, the mediums are endless. As advertisers look for more effective ways to break through the clutter and grab our attention, many are opting for a more understated approach in order to stand out. Minimalist print advertising aims to grab the readers’ attention with little copy, bare imagery and a witty message. The ads are put together in such a way that the lack of clutter grabs your attention while the clever set up holds it long enough for you……
Strategic TV Ad Tactics for a High Tech World
by Krisita Burket on September 24, 2008You spend big bucks conducting market research and producing carefully crafted television advertisements—but who’s really watching your well thought out ads? In the age of new technology, marketers have found new obstacles in conveying their message to target audiences. Take for example the TIVO/DVR—I’m sure most, if not all, have a digital recording devise such as a TIVO/DVR (I know I love mine!), or are at least familiar with this type of technology; because according to TV ratings company Nielsen, the number of households with digital video recorders was 20.5 percent in October 2007, compared to 17.2 percent only a……
Rethinking Media Measurement
by Susannah Wesley on August 10, 2008I think we’re measuring our work the wrong way. Especially in the public relations world, I often see measurement based on media hits or calculated impressions…which mean little in tangible results for any client. When I media train clients in preparation for interviews, I always tell them to speak in visual terms for their audience. Rather than saying “100,000 square feet,” I encourage them to say “Bigger than the Super Wal-Mart”. But are we speaking in visual terms when explaining the results we work so hard for? As a PR professional, impressions mean very little to even me. Yes, I……
Marketing - The time is now!
by Jim Hunt on February 09, 2008Like clockwork, when talks of economic resession surface, then discussions begin on shrinking marketing efforts. It is time to dispell the urban legend about marketing budgets and economic elasticity. If you knew many of your competitors were going to spend less time and effort getting their message out, would you consider it to be a good time to retreat with them? If you were running a marathon and the crowded pack of runners lessen the effort to pace themselves, your best move is to kick it up a notch and move forward - potentially positioning yourself out front. In running……