Category: Communication Activation
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Mobile Ads – The Timely Pocket-Sized Ads with Big Potential
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we have been highlighting the most…
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Long-Form Video: Reversing the Trend in Commercial Length
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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The Secret to Successful Culturally Targeted and Inclusive Advertising
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we are highlighting the most effective…
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Celebrity Advertising – Pitfalls or Payoffs?
Celebrity Advertising: Pitfalls or Payoffs? In many ways we live in a celebrity driven culture. Whether it be television, movies, music, sports, fashion or politics; star power rules. We read celebrity news, watch them on talk shows or reality television and follow them on twitter. Certainly the stars have cashed in on this national –…
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Music and Its Relationship to Sales Effectiveness
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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2014: A year for radical change in advertising formats?
1941 was a turning point in the history of marketing. On July 1 of that year, the world’s first paid television commercial aired. Costing the Bulova Watch Company $9 it was a pre-roll to a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. Simple in nature, just a graphic and a voice-over, the…
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Creating Effective Product Benefit Advertising: Series
Creating Effective Product Benefit Advertising Just as there isn’t only one way to skin a cat, there isn’t one way to create sales-effective advertising. The approach taken for a particular campaign is influenced by a variety of factors, including but not limited to the equity of the brand, the specific attributes of the category in…
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Creating Effective Product Benefits Advertising, Part 4: Presenters and Stagecraft in Supporting Role
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…
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Creating Effective Product Benefits Advertising, Part 3: Speaking in a Convincing Voice
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…
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Creating Effective Product Benefits Advertising, Part 2: The Product Plays the Role of Hero
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…