Comments on: Sword Arms vs. (Semi) Scientific Advertising

By: Local Coupons

Local Coupons — Fri, 04 Sep 2009 14:00:26 +0000

A variety of options is I have found the best format. Not putting all your eggs in one basket and concentrating on the overall campaign to assist in the branding process which is should regardless of whether you target the hungry, mix it up is all I can say!

By: Property Management Software

Property Management Software — Sat, 11 Jul 2009 13:58:48 +0000

It’s somewhat difficult to knock the competition without seeming petty and making the site turn negative. I wonder/hope if this literature shows the artful way of blasting the competition without negative annotation.

By: Jeff Sexton

Jeff Sexton — Sun, 08 Mar 2009 20:15:42 +0000

Art Jewelry,

His techniques are alive and well, even if he is not. Though I’m not sure either Dodge or Chrysler would be willing to make the hard choices and commitments needed to make MacManus’s techniques work.

– Jeff

By: Art Jewelry

Art Jewelry — Sun, 08 Mar 2009 00:50:13 +0000

Is there any way to bring him back? The brands he launched,Dodge and Chrysler, could seriously use his help right now …

By: Let’s Get Rid of Performance Based Marketing, Huh? | FutureNow's GrokDotCom / Marketing Optimization Blog

Sun, 01 Feb 2009 10:10:48 +0000

[...] So for intrusive or interruption-based media, great creative plus reach & frequency all go hand in hand for an effective ad campaign. And I’ve said before that offline branding efforts can pair especially well with a solid online web presence. [...]

By: atchisson

atchisson — Sun, 04 Jan 2009 04:34:47 +0000

I enjoyed this post but am most thankful for the link to the top 100 ad campaigns. this has already sparked some great ideas in my brain

By: William

William — Mon, 24 Nov 2008 16:34:52 +0000

The questions about long term effects of adverising has been asked since that famous observation, “I know half my advertising is wasted. I just don’t know which half.

One approach is to set communication goals and conduct research to determine if they are being reached.

It is axiomatic that share of market follows share of mind, and that follows share of voice. So what do you want to happen when you speak (in advertising)?

One goal is increased awareness. Another is increased preference. Another is increased sales. All of these are more or less measurable. But one must have the means and the stamina to test.

By: Jeff

Jeff — Tue, 18 Nov 2008 18:41:18 +0000

Excellent questions, Peter, and ones worthy of a longer response than I can give in a comment – so look for a post to address them in the near future.

By: Peter O'Neill

Peter O'Neill — Tue, 18 Nov 2008 18:36:26 +0000

How can you tell if a branding ad, whatever the medium used, was effective? Given the defined long term nature of the advertising, is it possible to ever know if it had an impact on people or if it was money spent that has disappeared into thin air? And if you are not measuring immediate sales, what should you be measuring instead to understand the impact of the marketing spend as a indicator to future sales? I guess I am just asking questions here but I think all marketers will be made to be more accountable in the future for their spend, and just saying that the advertising will have a long term impact may not be a satisfactory response. It might well have been effective but how do you prove it?

By: Tertius

Tertius — Tue, 18 Nov 2008 17:35:07 +0000

Agreed about analytics easily leading people to believe false things and we should be very wary of this.

By: Nick Stamoulis

Nick Stamoulis — Tue, 18 Nov 2008 16:29:29 +0000

That list of ads is impressive. Its great to see Volkswagen being at the top of their game even in the 50’s.

By: Jupiter Florida

Jupiter Florida — Tue, 18 Nov 2008 05:08:02 +0000

I find the bit about Google’s analytic software interesting. I find myself making assumptions about what people want, based on GA data all the time. It’s a fallacy to say the least.

By: Ankesh Kothari

Ankesh Kothari — Mon, 17 Nov 2008 18:52:45 +0000

This is a superb post.

I think one of the first people to understand and use both – the yin and the yang – direct marketing tactics as well as branding and anchor building tricks – was David Ogilvy.

His ads for the Hathway tshirts are legendary – the eye patch made all the difference. (http://www.ciadvertising.org/SA/fall_02/adv382j/ilovebamboo/ogilvy/hathaway_enh.jpg)

But even when Ogivly wrote a book – he focused on direct marketing and not branding. I think thats because its a lot easier to teach direct marketing (predominantly left brained field) first and branding second (right brained field).

But as has been pointed out – both should go together.