|Filed Under:||Marketing / Advertising|
|Posts on Regator:||1478|
|Posts / Week:||7.1|
|Archived Since:||September 15, 2010|
Summary: Too often does our society get so caught up in the mainstream of celebrity gossip, soft news, and infotainment that it takes hard-hitting or whimsical perspectives to really get a point across. Today, we are going to take a look at two very different styles, though both are using the same tactic. We'll start with the funny one.
Summary: Every copywriter has felt the weight of what seems to be too many projects on his or her plate at one time. The truth is, when your workload seems to rise above what's reasonably deliverable, you've got to rise above the work. Show More Summary
Summary: When an author is contemplating a story, a major element that helps develop a plot is conflict. Usually the main character either has a conflict with another person or group, a conflict within themselves, or a conflict with society. Show More Summary
Summary: A written piece is the product of a general assembly of individual parts, each stamped out of specific sources. The job of the writer is to mold all of those elements into copy that flies. When done poorly, the result is rarely air-worthy. "Ohhhh, the humanity!" You can always do something about what you do. Show More Summary
Summary: Advertising, regardless of the amount of data poured into the industry, works best when emotion is involved. Whether it's humor, a slice of life spot, or even fear-mongering, advertising with strong emotional appeals moves consumers to act more than advertising driven by facts, figures, and analysis. And it makes sense. Show More Summary
Summary: To be a great writer, I honestly believe that you have to go through the growing pains of being bad. Not in terms of poor grammar, but clumsy sentence structure.
Summary: In a world filled with products and services, the key is differentiation. What sets your product aside? How does your brand rise above the clutter? Many companies and organizations struggle with the concept, so we see cheapShow More Summary
Summary: Brands are continually finding new and interesting ways to connect to consumers on social media. The taste for social media is shifting. Facebook, although still one of the biggest platforms, isn't very sexy to the younger generations. Yes, in a talk we did over the summer, out of almost 400 rising junior and senior...
Summary: Test post
Summary: I've often said that finding out what a client doesn't want is just as important as finding out what they do. From time to time, you will find yourself "running around in circles," but that doesn't mean that the project isn't going anywhere. Show More Summary
Summary: No doubt the media is a very powerful tool in our society. It can be used for both good and evil. Many would attest that we see more of the latter, yet advertising and marketing do not create these themes of our social fabric. We believe that advertising reflects the themes that the public wants to see. When the reflection is no longer accurate, then it changes.
Summary: This is our summer fun column. It really happened. The agency staffer in our TRUE story (the world's politest human will be represented by 'E,' the work seeker by 'A' and italics, and our third character by Blank. This happened one October going into the holidays. We did not change the emails. These are real people.
Summary: With every innovation, there are its critics. And native advertising, or "branded content," whatever you'd like to call it, has plenty of critics. The money behind native advertising is taking off because of its non-intrusive nature and the relevancy of the information. That should be a good thing, right?
Summary: During certain seasons, words and phrases can get a bad rap due to its use by media or politicians. For example, in the early to mid-1900's, the word propaganda was used to describe the one-sided messaging being done during the World Wars; with much emphasis in Germany, but the U.S. Show More Summary
Summary: Before readers will "buy-into" what you write, the brand promise must be plausible. Copy that over-hypes or over-sells will do serious damage to otherwise good products, while wiping bad ones off the face of the earth.
Summary: The advertising industry has been trying to predict or influence consumer behavior for decades. This is nothing new. All that is different is that we have fancier equipment and bigger technology budgets to invest in the work. The concept is the same; if we can see what works, then when it's launched full-scale, success is inevitable.
Summary: At the end of this true story is the advice. This is not a typical ad column; we were looking for inspiration for our first annual advice column and were trolling social media sites, and guess what? Yes, we found something inspirational, and also found more signs that prove that the ad apocalypse is here. Show More Summary
Summary: Marketers love technology. The way our industry has adopted all these new digital tools into its arsenal is not only impressive, but almost necessary when one wants to reach the typical American consumer. As GenZ continues to...Show More Summary
Summary: Writers don't like changes because they generally think of their words as children. Not a big secret, but not necessarily a bad thing. I do believe that for copy to be authentic and persuasive, some degree of personal attachment is essential. Then, and only then, can a good writer let it go. It's not all about you (except when it is). This is a crucial point.
Summary: The world of sports is unlike any other. The kind of money that is spent is not only considered as "extra" to many consumers, but could also be considered as "necessary" to a small amount of them. Think about it -- the amount...Show More Summary