Many people believe that marketing and ... Read More
During the 1950s and 60s, there emerged two schools of thought on adverting. One side, led by Rosser Reeves and David Ogilvy (though his work rarely reflects this) was focused on selling by determining a unique brand position, reinforcing this unique message, and measurement and testing. Advertising was a science.
On the other side of the debate was Bill Bernbach, who was more focused on using creativity to attract attention, and then sell.Read More
Billboards have long been seen as blemish marring the sides of our roads and disfiguring our views.
Outdoor advertising is peddling a commodity it does not own and without the owner’s permission: your field of vision. Possibly you have never thought to consider your rights in the matter. Nations put the utmost importance on unintentional violations of their air space. The individual’s air space is intentionally violated by billboards every day of the year.
As marketers, we're always thinking about the most optimal way to target our potential customers. Trouble is, mastering Google AdWords is really tricky. With so many metrics to keep tabs on, figuring out whether or not you're getting it right is often easier said than done.Read More
People retain more of what they see than what they read -- visuals transmit information more quickly and improve overall comprehension.
That means creating highly engaging and attractive images are essential for social media success, but this is even more important when you are running paid campaigns. Your clients are counting every dollar.Read More
Should advertising die?
That’s the first thing one might ask after reading the result of a study that found that most people wouldn't care if 74% of brands disappeared tomorrow.
Sorry marketers, but people don’t care about brands anymore.Read More
Behavioral marketing has been called creepy and an invasion of privacy, but new research is finding that it can actually change how people perceive themselves.
A study recently published in the Journal of Consumer Research by Rebecca Walker Reczek, Christopher Summers, and Robert Smith found that consumers adjust their self-perception when they view an ad that they believe has been targeted to them. The ad is seen as a type of flattery -- as long as it close to matching up with the consumer’s idea of himself -- causing purchasing intent to increase as he wants to “live up” to the brand's perception.Read More
Ads that make people share and buy can be summed up in one word -- emotional.
That should be no surprise. Studies show that people rely on emotions, rather than information, to make brand decisions, and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.Read More
When it comes to creating a Facebook ads, there are a lot of different things to consider.
How much text should you include? What dimensions should your images and videos be? What's the difference between a desktop News Feed ad, a mobile News Feed ad, a right column ad, and an Instagram ad? How does the auction and billing system work?Read More
There's no scientific formula for creating a great ad.
And that's problematic when you're facing a looming deadline and a client who expects to be impressed.
So what do you do when there seems to be a lack of inspiration just when you need it?Read More
The Golden Age of Advertising, that 20-year spell running through the '50s and '60s, changed how we market everything, pushing beyond merely being clever or descriptive to thinking through how the audience interacts with an ad and how empirical research can drive its development.
Recently, Wendy’s traded its “Now that’s better” tagline for “Deliciously different.”
The new tagline continues the tradition of Wendy’s previous campaigns such as “It's better here,” "It’s way better than fast food ... it’s Wendy’s,” and “The best burgers in the business,” which all positioned the burger chain as the higher quality alternative to its competitors McDonald’s and Burger King.Read More
In the history of American advertising, print has played a vital and interesting role.
Print advertising has been around as long as any medium, surviving the advent of radio, television, and internet, maintaining its steady influence all the while. There’s something truly iconic about a well-crafted print ad, and the agencies and brands that have done it well over the years have seen immense benefits as a result.Read More
Simplicity never feels big enough. We want big, impressive, inspiring, creative ideas, right?Read More
Native advertising continued showing strong signs of growth in 2015, as more publishers began offering sponsored articles to brands and effective mobile advertising options became more important. In fact, Business Insider Intelligence predicts that overall native advertising revenue growth will reach $21 billion in 2018, up from $7.9 billion in 2015.Read More
Howard Luck Gossage, also known as the"Socrates of San Francisco," is one of the most brilliant practitioners of advertising even though his name is a bit less well-known than other "mad men" of the 1950s and '60s.Read More
A new report from ZenithOptimedia predicts that mobile will be the No. 1 digital advertising format by 2018 and account for $114 billion in ad spend. This equals a growth rate of 32% year-over-year, accounting for 90% of new advertising dollars.
This prediction shouldn't be a surprise -- advertising dollars follow consumers, and U.S. consumers are now spending more time in mobile apps than watching TV.Read More
For all the fear surrounding ad blocking, there are still a lot of people watching ads.
Consider Geico's Unskippable pre-roll ad: It currently has more than 8.1 million views on YouTube. Or look to Android's ad featuring unlikely animal friends: It became the most shared ad of all time, with more than 6.4 million shares.Read More
Santa might just be the greatest salesperson of all time.
But he couldn't do it without brands that use their expensive creative talents to create ads that evoke good cheer, the holiday spirit, and even some seasonal disgust -- all in the effort to increase the act of gift-buying.Read More
MTV Networks' Logo TV recently celebrated its 10th anniversary by releasing the Top 25 Trailblazing Companies list, honoring brands that have advocated for the LGBT community through marketing and advertising.
More and more brands have made it a priority to promote inclusivity and diversity in their brand messaging, and a survey from Google reveals why it's good for business.Read More
Nike recently announced that it has signed a "lifetime" deal with LeBron James, who has been a brand spokesperson for the company for the past 12 years. The deal, the first of its kind for the brand and possibly the "largest single-athlete guarantee in company history," is reported to be worth at least $60 million per year.Read More
What makes someone share an ad? Apparently, anything that includes a dog or soccer stars or an ad that makes you break down in tears at your desk.
Unruly recently released its annual list of the most viral videos of the year, with Android's commercial featuring interspecies friendships set to music from Disney's Robin Hood at the top.Read More
Whenever I'm watching a movie and I see a case of really obvious product placement, I can't help but roll my eyes.
But product placement is everywhere, from the famous Mini Cooper car chase in the 2003 film The Italian Job to the cans of Mountain Dew rewarded to the winning team on CBS's television series, Survivor.Read More
A panda bear twerks, Marshawn Lynch goes beast mode, a music video for toilet spray makes us want to dance, and more in this week's must-see ads.Read More
We’ve heard it before -- right person, right time, right place, right message -- but what does “right message” really entail? The ad industry has become preoccupied with the scientific capabilities of precise targeting, audience segmenting, and ad-buying techniques. As a result, ad creative has been relegated as an afterthought. Can advertising campaigns reach their potential when a brand has millions of prospects and just a handful of creative to match each of them?Read More
A retail brand boycotts Black Friday, pro athletes compete in the snow, children inspire toymakers, and more in this week's must-see ads.Read More
What's the most viewable ad size? How does page position influence viewability? Is viewability affected by ad blocking applications? And what's an average viewability rate, anyways?
These are the questions many were left with when the Media Rating Council lifted its Viewable Impression Advisory back in 2014. As a result of this change, marketers and advertisers switched their focus from served impressions to viewable impressions.Read More
It’s no secret that many consumers are fed up with banner advertising. That’s one reason why ad blocking software adoption is gaining in popularity worldwide. It’s not just consumers, either. Many marketers complain about their effectiveness, too. Publishers are stuck in between both party’s complaints and many of them are reacting to this pressure.Read More
How do our brains react to advertisements?
Well, it depends on the ad. It takes 250 milliseconds for the brain to absorb visual cues, but only 13 milliseconds for images to elicit emotion -- even if you aren't fully absorbing what you're seeing. So if you want to create more effective advertisements, you should use design and copy that foster an emotional response in your viewers.Read More
You've spent months perfecting the script, storyboarding, finding the right talent, shooting, and editing. The end result? A blockbuster brand or product video for your client.
With all that time invested, you can't stop at just embedding the video on a homepage or sharing it on Facebook and hoping that someone watches.Read More
There's an old saying that goes, "The best way to a man's consumer's heart is through his stomach."
Think about it: We swoon over free samples at the mall, grab one too many treats when we come face-to-face with a candy bowl on someone's desk, and broadcast practically every meal we eat on Instagram.Read More
And that's the exciting part about our industry -- there are always new formats and new channels to experiment with.Read More
Ad blocking is going mainstream: Usage has grown 41% in the past year, according to a new report from Page Fair and Adobe.
While ad blocking has long been a tool of sophisticated internet browsers, the prevalence of blocking tools that are easy to install through a browser extension have led to an increase in users and a direct hit to the wallets of publishers.Read More
The printed ad format doesn't get a lot of attention these days. The buzz tends to surround social, mobile, and digital. Print is seen as outdated and even a little boring.Read More
In business, sales is just a fact of life. Luckily, there are a few ways -- like fantastic advertising -- to make the processes easier. To find out what startup founders specifically are doing with their advertising to help boost sales and grow their businesses, we asked a group of young entrepreneurs their tips.Read More
Your agency should be more than just a service provider. A good organization can provide valuable assets to your business, so it’s important to choose wisely. From forward thinking to sharing common values, 13 entrepreneurs voiced what they look for in an agency partner.Read More
After nearly 10 years and two in-house marketing management positions I decided to leverage my business knowledge from the client side and make the jump to the dynamic world of agency life. While this transition is rare, and typically the other way around, I can’t imagine being anywhere else.Read More
As a viewer, watching Don Draper and his staff make brilliant, last-second advertising magic on “Mad Men” is thrilling. It builds suspense. It’s mysterious. It’s unexpected. No one wants to watch Don in his monthly budget meeting; intriguing television is watching him pull off a miracle in a bourbon-induced haze.Read More
The Agency Post is promoting this article in the honor of Earth Month (April)Read More
Marketing encompasses more than just sending flyers, airing television commercials and having an online presence. For companies with a brick-and-mortar store, the advertising continues even when the consumers are already in the store. Often, customers are not sure what they want to buy or may just be browsing without an intent to buy. This is where in-store advertising comes into play. However, advertising may also backfire and come off as an annoyance if it is perceived as too excessive and in-your-face.Read More
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