Advertising

Lowe’s Boycott a Lesson in Media Planning

Sure, some PR person will soon write up a case study declaring what the Lowe’s PR team did wrong amid the uproar over the company’s decision to pull its advertising from the TV show All-American Muslim but the fatal failure in this fiasco falls not upon the crisis PR response but upon the media planning.

Superior Design Gets Prospects Ready

After a few months of reading about architecture and a visit to Frank Lloyd Wright’s Falling Water, I happened upon a manufacturer’s spec sheet and it occurred to me that the art of building design is very much like the art of graphic design. We don’t always recognize superior graphic design until we see examples that don’t measure up, which is what sparked this post.

Beware Mind Control Power of Your Logo

Chain restaurants try to ensure that what you get at one location is exactly the same as what you get at every other location. This consistency minimizes the perceived risk in selecting a restaurant. The idea originated with McDonald’s and most others fail to do it as well as the golden arches. But six-year olds don’t know that. They do, however, know their logos.

In Praise of Print Media

Now that we’ve had several years to grow accustomed to receiving digital versions of print magazines, I’ve noticed a few things that might be useful for publishers to consider:

How ad frequency drives response

I just lived a textbook example of how advertising works. This experience demonstrates the critical role played by “frequency” in the impact and success of any advertising campaign, print, broadcast, outdoor or online.

Banner advertising: alive and clicking

This 1999 post from epr President Paul Entin reads today as eerily prescient. Entin’s belief in the adoption of email marketing and the need to integrate banner, email and other forms of online advertising with traditional advertising has certainly come true and proven accurate.

People read what interests them, sometimes it’s an ad

Write an ad that interests your target audience and enjoy dramatic results. Remember the billboards for South of the Border on I-95? We read them because they were interesting and novel, not because we set out to read paid ads. We flip the channels when a car commercial is shown – until we’re ready to buy a new car. Only then do auto dealer ads become interesting, and we quickly respond.

How to Read a BPA Statement and Why You Should

Many people invest in mutual funds without reviewing the prospectus. Others buy stock without reviewing company financial statements. And many marketers invest in advertising without studying circulation statements. Rather than place advertising, these people could more accurately predict their returns by placing chips at a roulette table. But careful review of the BPA audit can help enssure stellar returns that meet and exceed expectations. Here’s how.