Mindblown: a blog about philosophy.
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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…
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Creating Effective Product Benefits Advertising, Part 1: The Product as Main Character
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. We formally define this type of advertising as…
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MSW Research Purchases ARS From comScore
Lake Success, NY, March 18, 2013 – MSW Research (formerly McCollum Spielman Worldwide) announced today the acquisition of ARS from comScore resulting in the formation of MSW●ARS Research. This move brings together two of the most respected leaders in advertising research under one roof. The new company will provide marketers with the advertising research systems…
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It’s not about the clicks!
Here’s a blog posting that I wrote back in early 2010. Not much has changed in the three years since writing this. Advertisers are still struggling with digital measurement. Originally posted April 13, 2010 Overall Click Through Rates [CTR] are well below 1%, so low in fact that ComScore frequently has to report CTR’s to…
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Plan for Disruptive Change
In every vertical, in every market, a common theme is emerging that characterizes successful marketing – “innovate or die.” Disruptive changes within various markets were once the exception and were admired in trade publications as case studies for innovation. To say the world of marketing has changed in the past few years is a tremendous…
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Do Your Events Energize Your Brand?
While some events may serve as alternative distribution channels for product, the point to most events as part of a marketing program is typically to inject energy into a brand’s current marketing program. Very simply, the event must intensify: Relevance is THE word that seems to appear in all marketing discussions. The reason is simple. …
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