Are these outdated advertising techniques killing your response?

Material Handling & Logistics magazine recently posted this gallery of full-page ads from the 1960s and three key differences from today’s advertising immediately jumped out. See what they are and how you can use the design elements of the 60s to develop effective creative today. […]

How to adjust B2B advertising for viewing on phones

Digital magazines are getting more views than ever so the value of the B2B advertising space has increased accordingly but it hardly matters if the ad's look and message fail to translate to the phone. To get advertising noticed on a small screen, consider these practical ideas you and your ad agency can implement today. […]

Businesses that Support Customers Through Coronavirus Disruptions to Earn Long-Term Loyalty

The business disruptions, closures, cancellations and postponements triggered by the coronavirus, along with the rampant fear, instantly cost companies billions of dollars. Yet as awful as this crisis has become, it represents an important opportunity for companies and other organizations to engender long-term loyalty, support and appreciation. […]

Best Advertising in Powder Bulk Solids August 2018

For our latest advertising spotlight, these ads earn applause for standing out in the August 2018 issue of Powder/Bulk Solids. Since it reaches 37,040 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page, advertisers would be wise to pay attention to what drives response, consider the needs of the target audience, minimize techno-speak and avoid being too cute and clever. […]

Best and Worst Advertising in Packaging World July 2018

Advertising in Packaging World reaches nearly 60,000 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page so advertisers would be wise to take full advantage of the exposure and work hard to ensure a healthy return on the investment. Some companies failed. Here are the best ads in the July 2018 issue. […]

Outstanding Classified Advertising Must Stand Out

Classified advertising and directory advertising offer an alternative that reaches the same target audience as more costly display advertising. While large, display ads can command attention simply by dominating the page, small classified advertising needs to work much, much harder to get noticed. Often sized at a mere 1/16 of a page or at one column by a couple of inches, these ads face a number of factors working against their success - and ad size is just one factor. Here are other factors working against classified advertising and three examples of exceptional advertising design. […]

What people think when the intern designs your advertising

You think you saved a few dollars having the intern design your advertising. Here's what everyone else thinks about your decision-making... […]

Writer admits images more powerful than words

As a writer, it's hard to write this but while images and words working together deliver far more impact in advertising than either working alone, if I'm forced to choose either images or words to convey a message, I'll choose the image almost every time. […]

One more B2B magazine gives up on print advertising

Publisher Crain Communications recently announced its Waste and Recycling News would no longer produce print magazines, only digital, citing a decline in advertising pages due to industry consolidation, among other factors. As challenging and competitive as today's business environment may be, several other publishers continue to produce thick print magazines loaded with ads of all sizes. What makes them different? […]

Tell Your Advertising Agency the Good News - and four other ideas for superior results

I was asked by a friend what he should be doing to make sure his advertising agency delivers superior results in selling his consumer product. I was impressed at the question, at the recognition that his actions directly affect the results, that he felt a responsibility for the success as a partner rather than feeling he had simply hired a vendor. The more we talked, the more I realized others might find this useful so I condensed our conversation into this post. […]

Lowe's Boycott a Lesson in Media Planning

Sure, some PR person will soon write up a case study declaring what the Lowe's PR team did wrong amid the uproar over the company's decision to pull its advertising from the TV show All-American Muslim but the fatal failure in this fiasco falls not upon the crisis PR response but upon the media planning. […]

Superior Design Gets Prospects Ready

After a few months of reading about architecture and a visit to Frank Lloyd Wright’s Falling Water, I happened upon a manufacturer’s spec sheet and it occurred to me that the art of building design is very much like the art of graphic design. We don’t always recognize superior graphic design until we see examples that don't measure up, which is what sparked this post. […]

Beware Mind Control Power of Your Logo

Chain restaurants try to ensure that what you get at one location is exactly the same as what you get at every other location. This consistency minimizes the perceived risk in selecting a restaurant. The idea originated with McDonald’s and most others fail to do it as well as the golden arches. But six-year olds don’t know that. They do, however, know their logos. […]

In Praise of Print Media

Now that we’ve had several years to grow accustomed to receiving digital versions of print magazines, I’ve noticed a few things that might be useful for publishers to consider: […]

How ad frequency drives response

I just lived a textbook example of how advertising works. This experience demonstrates the critical role played by "frequency" in the impact and success of any advertising campaign, print, broadcast, outdoor or online. […]

Banner advertising: alive and clicking

This 1999 post from epr President Paul Entin reads today as eerily prescient. Entin's belief in the adoption of email marketing and the need to integrate banner, email and other forms of online advertising with traditional advertising has certainly come true and proven accurate. […]

People read what interests them, sometimes it's an ad

Write an ad that interests your target audience and enjoy dramatic results. Remember the billboards for South of the Border on I-95? We read them because they were interesting and novel, not because we set out to read paid ads. We flip the channels when a car commercial is shown - until we're ready to buy a new car. Only then do auto dealer ads become interesting, and we quickly respond. […]

How to Read a BPA Statement and Why You Should

Many people invest in mutual funds without reviewing the prospectus. Others buy stock without reviewing company financial statements. And many marketers invest in advertising without studying circulation statements. Rather than place advertising, these people could more accurately predict their returns by placing chips at a roulette table. But careful review of the BPA audit can help enssure stellar returns that meet and exceed expectations. Here's how. […]
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