Combating Ad Burnout

Combating Ad Burnout

What makes an ad forgettable? Call it burnout or call it tune-out, the best expression of that phenomenon I’ve ever heard is not some complex verbal dissertation but just a very simple sound. I think Charles Shultz demonstrated it perfectly whenever we heard the familiar “wah wah wah” used to characterize the voice for every adult in a Peanuts cartoon. Kids are notorious for tuning out their parents, who often come across to them as nagging or monotonous. But why do adults tune out certain voices, perfectly good faces or entire print...

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No Lamp, No Genie

No Lamp, No Genie

Are there any magic words that make ad copy work? If you Google the phrase Magic Advertising Words you’ll come up with somewhere around 275,000 responses. The frightening thing is that so many of them offer lists of words that are alleged to possess the power of a little green man, in an oversized turban, materializing in a puff of smoke from a mythical lamp . Use these words and your ad is practically guaranteed to be a success. Practically. There are successful strategies and proven techniques that can be used to increase advertising...

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Is Radio Washed Up?

Is Radio Washed Up?

Are newer media sounding radio’s death knell? There are entire generations of people who grew up watching radio long before something called television sailed into the picture. Yes, I said watching radio. It was a strange phenomenon; the family would gather around and stare at the speaker as if something were going to pop out of there any minute. Actually it did. Rainbows of sound projected spectacular images on your mind’s motion picture screen that, to this day, can’t be equaled by all the C.G. and special effects in...

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Storytellers

Storytellers

What makes effective ad copy? I come from a generation of storytellers. Besides a shiny silver quarter if you're young enough, or a platinum credit card once you've outgrown hard cash, there is very little in this world that will hold someone's attention better than a good story. A truly effective commercial is often nothing more than a miniature story, usually lasting anywhere from 15 to 60 seconds

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Business Out Of Site

Business Out Of Site

Why do I need a web site? You don’t…but you might like to have one. Even if you won’t be conducting business over the internet, without a web presence you’ll be missed. Remember when your mom used to tell you not to do things just because other kids were doing them? Because “Everybody has one!” never got you much of anything besides a lecture on being an individual. In today’s business world mom might have to rethink some of her advice. That doesn’t mean you do everything the other guy does and...

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