Day: December 18, 2019

Some clients give the ad agency the clearest possible brief on the product, define the target audience right down to age, income, where he lives, where and how he buys… so much so that the ad agency can “see” the audience as a person they know, can hear how he talks and actually knows what …

I Don’t Like It. Read More »

Take a sunrise, for example. Can we use it in a creative and still make the ad look original? The answer is yes. We all know there’s nothing new under the sun. What’s new and original about a sunrise is the context of the ad. After all, there’s no visual idea stronger than a sunrise …

Clients often comment that there’s nothing new in a particular creative presented by their Ad Agency. Read More »

Whatever his patients’ complaints… headache, cough, upset stomach… the doctor would prescribe those weight-loss pills. One day a patient complained about sleeping with his mouth open. No wonder, the doctor diagnosed it as an obesity related problem: “See! Your skin has become so tight, every time you close your eyes, your mouth opens. ” The …

The Story of the Doctor with a Stake in a Weight Loss Pill Read More »

Advertising is not for general effect. It is not even to aid your other salesmen. Treat advertising as a salesman. Force it to justify itself. Compare it with other salesmen. Figure out its cost and result. Accept no excuses which good salesmen do not make. A mediocre salesman may affect a small part of your …

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.” – Claude C Hopkins Read More »

John Wanamaker (1838 – 1922), very successful United States merchant, religious leader and political figure, considered by some to be a ‘pioneer in marketing’. True when it was said False today John Wanamaker would have his answers, if he was with us today. He would be able to accurately and precisely measure the ROI of …

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Read More »

You would climb onto your chair, then the table. Then try to hang onto the ceiling and finally make every effort to break through the roof. The flooding of technology has a similar impact on advertising. Of course, a positive impact. Technology is constantly raising the bar in our business. Today, a lot of traditional …

Imagine your office cabin has been turned into a water tank. And someone has started pouring water into it. What will you do? Read More »