These notes will give you some good ideas about how to develop good creative advertising. They are as relevent to Internet based advertising (both Push and Pull) as they have been to the older forms of advertising media. A lot is currently made of “Content Marketing“, but CM is going to just get very boring … Continue reading »
Filed under Creativity …
Groupthink and Creativity
Consensus-seeking tendency in groups: Irving Janis developed a study on group decision making called Groupthink Theory. It is based on human social behavior in which maintaining group cohesiveness and solidarity is felt as more important than considering the facts in a realistic manner. Janis gave the following definition of Groupthink: A mode of thinking that … Continue reading »
SWOT and PEST analysis
This paper looks at the popular SWOT analysis (strengths, weaknesses, opportunities and threats) as a part of the Current Situation Analysis part of the Strategic Planning Process. It examines what each of the factors represent, how they are analysed and assessed to allow the strategic marketing planner to decide which strategies and tactics will be … Continue reading »
Authentic Charisma and the Power of Positive Influence
Dr Brian Monger and Kylie Prince You’ve tried and tried to convince others of your ideas and position. You’ve worked hard, laid out your logical arguments — but you still have trouble being listened to. Your good ideas (even with great Power Points) do not seem to sway them. Yet you see others, whose ideas … Continue reading »
“Good People” Don’t “Market” Do they?
Dr. Brian Monger In over some 40+ years of marketing I have noticed that many folk still don’t “get” marketing. Some areas in particular (artistic souls and princely professional practitioners) continue to eschew this most basic of business practises. Despite tough times in many areas, there remains a strong feeling among certain folk that marketing, … Continue reading »
Avis “We try harder” being towed to tag line junkyard? – Part 1
By Donna Cusano – Guest Blogger A former Avis marketing executive contemplates Avis US dropping the “We try harder” tagline which has been part of Avis’ communications since 1962, in favor of a new one, “It’s your space,” and what that means for notions of brand equity—and perhaps marketing as a whole. Your writer spent … Continue reading »
Effective Corporate Image Or Expensive Cosmetics?
Brian Monger Achieving a corporate image that works means it should not be merely cosmetic. All organisations seem to recognise the need for an effective corporate persona or image, yet few succeed. Nearly always the ‘image’ change starts and finishes with a change of logo, letterhead, and new signage. The costs are usually considerable and … Continue reading »
How to Select the Right Logo
Personal preferences, prejudices, and stereotypes often dictate what a logo looks like, but it is needs, not wants, ideas, not type styles, which determine what its form should be. The question is, “Whose needs? Whose ideas?” Before the designer puts pen to paper, management has a number of important tasks to perform. The first is … Continue reading »
Writing Copy that Sells
Better Copy Writing In most cases the headline is written first; then the copywriter turns his attention to the body copy. Although many critics of advertising will claim that copy is dashed off on a typewriter by the copywriter with machine-like ease, this is hardly the case. Good copy requires careful and painstaking’ thought and … Continue reading »
Sense and Sensibility – Perception in Marketing
Sensory Perception in Promotion For marketers, a basic knowledge of the senses can be helpful in many ways. Advertisers must know how the products being advertised affect all the senses. Such knowledge often forms the basis for effective campaigns. Television, radio print and Social media all have their limitations Sensory Adaptation All of our senses … Continue reading »
