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Entries Tagged as 'advertising laws'

The law of evolution in advertising

46 Comments · advertising laws

Four of the most potent words in the advertising universe used to be “As seen on TV.”
How quickly things change.

Media fragmentation is making advertising choices increasing complex, with current predictions indicating that there may be fewer than 10 to 15 years left in which to establish a global or national brand the traditional way.

In the US, free-to-air TV audiences are falling constantly (though networks are charging more and more to reach them) and it’s now ideas bigger than the borders of traditional advertising that are the pointy end of marketing.

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The law of positioning

2,815 Comments · advertising laws

“Positioning” must be among the most repeated words in the advertising lexicon rivaled only by “research,” “morph” and “it wasn’t my fault.

What’s most remarkable is that marketing survived so long before Al Ries and Jack Trout coined the term and explained their concept.

But once they did, everything changed. If they’d patented the word, they’d be rich as Bill Gates.

Since then, an understanding of good poisoning has made many people wealthy. It’s not a panacea, but is indispensable.

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The law of idea and execution in advertising

47 Comments · advertising laws

Imagine the movie Casablanca with Ronald Reagan (who was cast originally) instead of Humphrey Bogart.

Or Mission Impossible without Lalo Shiffren’s iconic theme music. My point is there’s occasionally a little something in the execution or production that really adds to a basic idea, improves/changes/replaces it, and literally makes all the difference to its success.

Maybe it was suggested by the commercial’s director, or ad-libbed by an actor on the set, or by the muso on the last day of recording, or inspired by the catering lady.

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The wisdom of negativity in advertising

45 Comments · advertising laws

Marketers readily fall into rule worship. Faith can be blind. There are many false prophets.

One of these was called “The Great god of Negativity” by some of the creative departments I’ve worked in.

This meant that their precious idea had been sacrificed on the altar by someone, on high, in the pecking order, who’d killed off the campaign by solemnly pronouncing it: “too negative.”

Problem/Solution, most agree, is a powerful demonstration technique in any advertising medium.

The issue is, creative people love delving deep into the problem side of the equation and clients –prefer the spotlight to be on the details of their products solution.

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The law of nice in advertising

36 Comments · advertising laws

Let’s be frank; it’s hard to be genuinely warm in a cold-hearted business. However, advertising is the business of ideas, it’s imagination applied to marketing, it’s an instinctual evolutionary tool developed as a means of ensuring survival in this jungle.

Which means the somewhat rational process of getting to a great ad must be carefully constructed so as to avoid throwing gems onto the slagheap. The idea must be allowed to overcome the procedure.

Or else, the machinations can be tough-minded, steely efficient and produce a campaign that pleases all the brand stakeholders, and will unfortunately still fail miserably in the real world.

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The art of chat in advertising

25 Comments · advertising laws

Who are we talking to?” is a question asked in the formulation of literally every ad campaign under the sun –The emphasis is always on the first word.

It’s about targeting. However, the offence is forgetting about the second bit. The bit about talking to.

Traditionally, of course, advertising has “talked at.” That’s supposedly changed in recent years. But today’s marketing jargon about conducting a dialogue with the consumer is mostly just that, Jargon.

Many marketers are trying to personalize their brands, pretending to be like real people and yet not quite making it. It’s like faking sincerity. Glib. Unless you’re real, and real careful, you end up with depersonalized personalization.

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The law of the silver elephant in advertising

83 Comments · advertising laws

This is a great article. Because there’s too much good in the world. Too many good, solid campaigns. Too many good, sound people. Too many good meetings. Too few great successes.

Can a good idea become a great idea? How do you recognize great creative people? Research and analysis, more time and a bigger budget, will not transform into great.

Great comes from a different see of values altogether. It’s no point sharpening the same pencil.

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The significance of topicality in advertising

3 Comments · advertising laws

How to talk persuasively about topical and tactical advertising in a book? A medium more about shelf life than it is about plugging into the zeitgeist of whatever exact moment you happen to be reading these words.

Being topical isn’t so easy when the advertising process itself is so killing to freshness and immediacy.

An average ad is worked over an average of 30 times in meetings from concept to dispatch. No wonder so many end up so average.

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Taste and advertisement

2 Comments · advertising laws

The customer is king. Except in many agency creative departments, where winning awards turns you into royalty.

The customer is king. Except in many agency network boardrooms, where winning new business rules.

The customer is king. Except in many client hierarchies, where advertising standards reflect what junior mangers believe will get the nod of approval later when they present the work to their senior people.

So, perhaps the customer has bee dethroned. In fact, maybe the customer’s interests are more often king-hit.

I recall a senior FMCG marketer once rejecting a TVC script by explaining: “the problem is, that idea is only made for the market!”

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Simplicity: the law of advertising

224 Comments · advertising laws

First things first. How on earth do you get your message through? There’s so much rival noise already distracting your prospect in such a cluttered world.

How do you rise above the daily ruckus, not just the static coming from other advertisers, but the clamorous information explosion we’re all living in?

Nature understands that in a cluttered world, you must find a way to get yourself into clear space if you’re going to communicate successfully. The question is: how do you get your ad into clear space?

Un-clutter, if you want to be noticed in a jumbled world, be ruthlessly simple. Simplicity is the only foolproof advertising technique.

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