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Advertising News and Know-How
Humble. That's for the other guy. Marketing communications is about making bold moves and persuasive creative that builds brand value. Marcom is about shining a bright light on the one reason why the product or service in question matters. For years, the best brand communicators deftly approached the problem with wit and charm. The worst offenders, on the other hand, just stood there and pounded their …
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At the end of the 19th century, a prominent Philadelphia merchant lacked faith in his advertising investment. "I know half the money I spend on advertising is wasted, but I can never find out which half,” said John Wanamaker. John Wanamaker opened and operated the first department store in Philadelphia. Wanamaker also created the first price tag, the first full-page ad, and the money-back guarantee. He also spent a …
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The advertising industry is a powerful force in western culture. I am fascinated by the industry's reach and its ability to change hearts and minds and sometimes the course of history itself. This is why I show up here. Why do you show up here? There are countless places to go look at "the work." There are precious few places to consider what the work means. Adpulp is such a place. Thanks for reading, thinking, …
Continue Reading about Curated for the Curious: Adpulp’s Top Takes of 2019 →
Do you get excited by new academic research? I am happy to report that a portion of the Adpulp audience does indeed perk up when new research reveals significant findings. In this case, we have a new study that validates "native advertising," a popular form of digital advertising. Before we look at the research, I'll define terms and place native advertising in historical context. Native means the ads mirror the …
"Training in marketing makes marketers better. It’s the way we all improve and ultimately move the discipline of marketing forward" -Mark Ritson Mark Ritson is a Marketing Week columnist, consultant and adjunct professor at Melbourne Business School. Last year, he wrote about marketing philistinism. I didn't see the article then, but I see it now. To be a philistine today means to be ignorant and lacking in …
Continue Reading about Marketing Philistines Are Everywhere. Don’t Be A Marketing Philistine. →
One of the first challenges a person faces in the advertising business is the need to grow a thick skin. Like yesterday. Sadly, it's a lesson unlearned by way too many acting professionals, inside and outside of media, marketing, and advertising. According to Suzanne Pope, professor of advertising at Humber College in Toronto, Ontario, Canada, a percentage of advertising students that she teaches also suffer …
Does digital advertising work as intended? Several loud, convincing voices say no. This is what Econsultancy says: "The fact that some of the brightest, most qualified minds in the industry are admitting that digital advertising’s supposed efficacy is more myth than reality isn’t likely to dent advertisers’ faith in digital ads. But savvy advertisers might rethink their approach to digital channels." Why do …
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There used to be a series of dividing lines that kept agencies in their lane. In the most simplistic terms, above-the-line agencies were separated from below-the-line agencies. Above-the-line agencies made the broadcast and print campaigns, and the below-the-line agencies did everything else. Thankfully, this weak linear construct did not survive Digital Disruption. Today, agencies of every type and size are …
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