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09/09/2014

The 10 Most Powerful Words in Advertising
By Paul Suggett
Advertising Expert

Advertising has changed a lot of the decades, but certain words are as powerful today as they were so many years ago. In fact, the psychology department at Yale University studied many words in the English language and discovered the following to be the most powerful, especially when trying to sell or persuade. Here then are the 10 words you should always consider using in your campaigns; and if you've been paying close attention, you'll realize three of them are actually in the headline and subhead of this article. Oh, and there are a few words missing from this list that may surprise you. We'll get to that at the end.

The Advertising Power Words List, in Ascending Order:

10: NEW

We all want new, even if it's not really all that new in reality. We want the next new phone model (which is why lines for the latest iPhone (see Trends in Mobile) span the block, despite having very few upgrades). We want new cars, new clothes, new shoes, new tastes, new smells, and we're willing to pay for it. Personally, I think NEW should be higher up on the list. It's a very powerful word that you will see in advertisements and promotions on a daily, if not hourly, basis.

9: SAVE

Hands up if you don't want to save time or money. Exactly. Saving money is something that 99% of us want to do. Even the richest of the rich want deals, they just get them on more expensive purchases. If you can genuinely promise to save someone some money, you'd be foolish not to point this out. Of course, HOW you talk about it is just as important as what you're talking about. Do it wrong, and you will come across as either a pile-it-high-sell-it-cheap merchant, or untrustworthy. And as for saving time, well, time is money, which brings us right back to something we all want to save.

8: SAFETY (or SAFE)

A viscous N**i, played so well by Sir Laurence Olivier in the movie Marathon Man, asks over and over -...

Advertising has changed a lot over the decades, but certain words are as powerful today as they were so many years ago. Here then are the 10 words...

05/08/2014

Advertising Networks - Cross-Channel Interactive Marketing:
By Gigi DeVault

Advertising networks are shaking up the old order. Just as consumers are taking the helm of marketing, marketers are taking turns steering the advertising vessel. This new dynamic between marketers and advertising agencies is described in a report released by Forrester in March 2010. In the report's Executive Summary, marketing agencies are advised to practice the same sort of adaptability so characteristic of advertising agencies, who continually respond to changes in the market, technology, and the media. According to the Forrester report, social media and the proliferation of digital marketing shops and opportunities have eclipsed mass media as the primary form of marketing communication. The authors suggest that marketing agencies look to strengthen their relationships with advertising agencies that exhibit adaptive attributes. The goal should be dynamic positioning as marketing agencies and advertising agencies rise to meet the challenges of cross-channel interactive marketing.

The growth of online media has been enormous and its reverberations have been felt in advertising, online publishing, and marketing. But, in particular, a major upset has taken place in the advertising realm that has changed the way online media is treated, how it is valued, and how it is sold, bought, and placed. Change in advertising is everywhere, but is perhaps most acutely felt -- as the econsultancy authors put it in the Online Media Report -- by those who are involved in the "delicate marketing process, upsetting the hidebound and often mysterious relationship of buyer and seller." A sea change has been the establishment of platforms: Advertising networks, advertising exchanges, and demand-side platforms (DSP).

Advertising networks are positioned between buyers (advertisers) and sellers (Web publishers), implementing an arbitrage model that works like the "flipping" of real estate. They buy ad...

Learn about advertising networks and advertising platforms -- ad networks, ad exchanges, and demand-side platforms -- that are streamlining and...

01/08/2014

Stakeholders chart new course for outdoor advertising

Though the maiden edition of the African Outdoor Advertising Conference and Exhibition, organised by the Lagos State Signage and Advertising Agency (LASAA) has come and gone, not a few, however, believe that the just-concluded three-day event would go down as one of the high moments in the nation’s outdoor advertising space this year.
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For instance, besides providing a platform for stakeholders to vent their views on issues affecting the industry, it was also an opportunity for them to come up with a common front with a view to surmounting challenges facing the industry.

The Managing Director, LASAA, Mr George Noah, argued for the sector to fully harness its huge potential, stakeholders must be ready to work together and come up with innovative and creative approaches in dealing with challenges confronting the sector.

He identified loss of market share to other advertising media, including electronic and online platforms, wrong perception of the public about the intent of regulators, activities of charlatans and indiscriminate pasting of posters as some of the challenges presently facing the sector.

The LASAA boss stated that the signage agency had put together price incentives as well as new innovations such as the water projection digital display sign in Africa, with a view to spur growth in the sector.

He also hinted on plans to designate certain areas in Lagos as sites approved specifically for pasting posters

Quantifying the value of the outdoor sector in Lagos, Noah said it accounts for an annual turnover of N50 billion.

According to him, Lagos accounts for about 60 percent of the nation’s out-of-home advertising industry with 146 registered out-of-home advertising companies, being the commercial nerve center of the nation.

“So far, it has also employed not less than 100,000 people in various advertising and signage companies and regulatory agencies,” he stated.

In his paper...

Though the maiden edition of the African Outdoor Advertising Conference and Exhibition, organised by the Lagos State Signage and Advertising Agency...

01/08/2014

Advertising: Trouble looms outdoor

THE fragile peace in the nation’s outdoor advertising space may soon be shattered.This is not unconnected with the clamour for an association of states outdoor regulatory agencies and the proposed outdoor exhibition by the Lagos State Advertising, Signage and Agency (LASAA).
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The state outdoor advertising regulatory agency has, of late, been in the vanguard of a formation of an association of state regulatory agencies that would be known as Outdoor Advertising Regulatory Association of Nigeria (OARAN), a move many stakeholders have described as inimical to the growth of that sub-sector.

While giving reasons for the proposed association, the Managing Director of LASAA, Mr George Noah, had explained that OARAN, when formed, would serve as a platform that ‘allows for idea sharing, protection of industry interest and a general collaboration for sustainability in the emerging world.

He argued that the association had become imperative since outdoor advertising regulatory bodies in the country, were faced with similar challenges, including the decline of out of home advertising spending due to competition from internet, radio and TV, adding that the proposed association would help promote sustainable economic growth in a vibrant outdoor advertising sector across the country.

Most of the state outdoor regulatory agencies are expected to be members of the proposed OARAN, when eventually launched.

Where lies the fate of OAAN?
Since mooting the idea, the question on the lips of stakeholders is where lies the fate of the Outdoor Advertisers’ Association of Nigeria (OAAN), the association saddled with the responsibility of regulating the practice of out-of-home advertising in the country. For instance, since coming on board in 2006, state outdoor regulatory agencies have constituted a major challenge for the association. While lending credence to this fact at its last Annual General Meeting held in Ijebu Ode, Ogun State,...

THE fragile peace in the nation’s outdoor advertising space may soon be shattered.This is not unconnected with the clamour for an association of...

25/07/2014

Email Marketing Pitfalls
by Hannah Wickford, Demand Media Google

Email marketing is an integral part of many companies' online campaigns. In 2011, Forrester Research reported that 88 percent of companies that market to consumers used email as part of their overall strategy. There is more to email marketing than hitting the send button, though, and inexperienced marketers can do more harm than good if they don't research effective email marketing techniques before they start.
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Legal Issues

Any marketer who uses email as a marketing technique, whether they send the emails themselves or hire a third-party company to send them on their behalf, must abide by the regulations set out in the CAN-SPAM Act or risk incurring hefty penalties. The act mandates that marketers cannot use false, misleading or deceptive header information or subject lines in their emails, that they must identify their emails as advertisements and include the company’s location in the email. Every email must also clearly have an opt-out clause that allows recipients to stop any further emails from the company, and that any opt-out requests must be honored quickly.
Frequency

Email marketing usually generates instant results, and it's easy for marketers to get hooked. Be aware of how many emails you send to your customers, as bombarding them with too much information can have an adverse effect. A 2011 survey conducted by ExactTarget concluded that more than 50 percent of people who unsubscribe from email lists do so because they were getting too many emails. In fact, 22 percent of consumers said they stopped purchasing products from a company altogether because they were receiving too many emails or they were receiving emails that were irrelevant to them.

Related Reading: How to Start a Commercial Email Marketing Company
Deliverability

In every email campaign, a percentage of...

Email marketing is an integral part of many companies' online campaigns. In 2011, Forrester Research reported that 88 percent of companies that...

25/07/2014

world wrap
by carson brown

I used to know when ads would attack: during TV timeouts, in public transit shelters, on heavy-stock pages of magazines, grafted on to my grocery store cart. I could prepare.
I even managed to catch on to "hidden" advertisements. I learned that a Glamour spread on platform sneakers opposite a Skechers ad constitutes "advertorial," that Cast Away is even more of a vehicle for FedEx than Tom Hanks, that all the kids on Dawson's Creek are doubling as J. Crew models. It dawned on me that buying that cute stuffed chihuahua along with my seven-layer burrito is effectively paying Taco Bell for the privilege of advertising for them.

But advertisers fought back against my increasing ad awareness and resistance. Subtlety failed, so they decided to try the opposite - wrapping the world with ads.

I'll never forget the day I saw my first wrapped car, a new VW Beetle enveloped in a Jamba Juice ad. Gawking at the eyesore motoring away, I noted the URL painted on the back bumper: MyFreeCar.com.

The site asks those willing to trade their souls for a free car to fill out an extensive questionnaire about where they drive, park, work, live, and vacation, and whether they would be willing to hand out product samples. Those who battle traffic with the right demographic may be lucky enough to get matched with a sponsor. In that case, the driver gets a brand new car "wrapped in an attractive advertisement" for her personal use for two years. She only pays for gas and insurance, but her movements are tracked by Big Brother (a global positioning system) to insure that she does, in fact, drive the number of miles she claimed.

A new Beetle runs about $15, 600, which means the advertiser is paying just over $21 a day for the two-year period for constant air-time on the road. It's not a bad deal, considering per-second television costs and the skyrocketing prices of billboard space.

People are surprisingly amenable to ad encroachment if they get something for...

One popular site is Cycosmos. It aims itself at the young and trendy, promoting freedom and creativity. Here is a whole new world. You can be...

18/07/2014

What Makes Mainstream Media Mainstream
By Noam Chomsky
Z Magazine, October, 1997

Part of the reason why I write about the media is because I am interested in the whole intellectual culture, and the part of it that is easiest to study is the media. It comes out every day. You can do a systematic investigation. You can compare yesterday’s version to today’s version. There is a lot of evidence about what’s played up and what isn’t and the way things are structured.

My impression is the media aren’t very different from scholarship or from, say, journals of intellectual opinion—there are some extra constraints—but it’s not radically different. They interact, which is why people go up and back quite easily among them.

You look at the media, or at any institution you want to understand. You ask questions about its internal institutional structure. You want to know something about their setting in the broader society. How do they relate to other systems of power and authority? If you’re lucky, there is an internal record from leading people in the information system which tells you what they are up to (it is sort of a doctrinal system). That doesn’t mean the public relations handouts but what they say to each other about what they are up to. There is quite a lot of interesting documentation.

Those are three major sources of information about the nature of the media. You want to study them the way, say, a scientist would study some complex molecule or something. You take a look at the structure and then make some hypothesis based on the structure as to what the media product is likely to look like. Then you investigate the media product and see how well it conforms to the hypotheses. Virtually all work in media analysis is this last part—trying to study carefully just what the media product is and whether it conforms to obvious assumptions about the nature and structure of the media.

Well, what do you find? First of all, you find that there are different media which...

The Official Noam Chomsky Website.

16/07/2014

Media as mirror to the world
To what extent do the media reflect the real state of the world? With the new technologies turning the world of journalism on its head and paving the way for the creation of massive media groups with global ambitions, the question is now more relevant than ever. Instantaneity and direct reportage have transformed the business of journalistic inquiry, and the profit imperative has replaced notions of civic responsibilities. But in many parts of the world - for instance Iran, Burkina Faso and Algeria - there exists another journalism that is more concerned with the values of truth and rigour.
by Ryszard Kapuscinski

In debates about the media these days too much attention is paid to technological problems, to the workings of the market, competition, innovations, the nature of the reading public, and not enough to the human aspects. I am not a media theoretician. I am a simple journalist, a writer who for more than 40 years has devoted himself to gathering and processing information (and also to consuming it).

My first observation has to do with the scale of the thing. To say, as is often said, that "the whole of humanity" live their lives by what the media do and say is an exaggeration. Even when events such as the opening of the Olympic games draw audiences of up to two billion worldwide, these still represent only one third of the population of the planet. Other large events (football world cups, wars, marriages and funerals of famous people) are widely broadcast on television but are watched by barely 10% or 20% of the human race. These are huge masses of people, but they are not the whole of humanity. Hundreds of millions of people have no contact with the media. In many parts of Africa, television, radio and even newspapers are non-existent. In Malawi there is only one newspaper; in Liberia there are two, fairly mediocre as it happens, but no television.

In many countries TV only broadcasts for two or three hours per day. And in...

To what extent do the media reflect the real state of the world? With the new technologies turning the world of journalism on its head and paving...

15/07/2014

Moral Issues Related to Consumers
by William Shaw.

The responsibilities of business to consumers

Businesses have at least the following two general ethical duties to consumers, according to any theory of justice or morality that recognizes (a) that contractual relationships give us obligations and (b) that we have a right to non-injury:

Businesses must give us what we pay for. Whenever we trade, we are exchanging goods and services within an implicit or explicit contract. One person is obligated to give one thing in exchange for another. People should not be deceived about what they are buying. For example, when we buy a TV set we expect (i) to get the TV set, (ii) that the TV set will function, (iii) that the TV set has minimally sufficient quality, and (iv) that the TV set will not harm us when used in ordinary ways.
Businesses must not harm anyone, including consumers.

Additionally, businesses can make moral decisions that are not necessarily “ethical duties.” Some moral decisions are morally favorable and some are morally unfavorable. For example, utilitarians will argue that a business ought to help people flourish and live better lives, even though it’s not necessarily obligated to do so. One popular argument for a free market that allows trade unrestricted by a government is the “invisible hand argument”—that free trade between rational self-interested and profit-seeking individuals leads to competition, and a productive and flourishing society. However, this implies that consumers are rational and informed and yet consumers tend to know very little about the products they buy despite requiring them. For that reason it seems preferable for companies to be open and honest about the products and services they sell. Consumers need ways to be informed about the products and services they buy without becoming experts, or we have no reason to expect free trade to lead to a prosperous society.

The facts that (1) consumers are no longer well-informed...

There are many moral issues in the business world relevant to consumers. In particular, businesses have moral duties to consumers and some actions...

11/07/2014

List of Ethical & Legal Issues When Advertising
by David Ingram, Demand Media

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with truth-in-advertising laws in place, advertisers have significant leeway to violate the ethical standards of a wide range of consumers. Advertisers have to be especially careful to act ethically at all times, taking extra care when advertising to children, advertising potentially harmful products and using psychological tactics to stimulate demand. Having a list of ethical and legal issues at hand when creating advertisements can help you to craft legal, responsible ad messages.
Truth in Advertising

The Federal Trade Commission Act set forth requirements for truth in advertising and created the FTC to enforce the provisions of the act. The Bureau of Consumer Protection's Business Bureau notes that advertisements in the U.S. must by truthful, not deceptive and not unfair. Advertisers must also have evidence available to back up claims they make.

The FTC defines deceitful statements as those that are likely to mislead consumers who act reasonably under normal circumstances and that are likely to affect consumers' purchase decisions. The FTC defines unfair advertisements as those that are likely to cause substantial, unavoidable injury when using a product, unless the injury is outweighed by the provable benefits.
Advertising to Children

Although the FTC places special emphasis on truth-in-advertising laws when applied to children, the law allows for a great deal of unethical behavior here. Former FTC commissioner Roscoe B. Starek states that children are not likely to understand exaggerated statements or images, citing the example that children may believe a toy helicopter to come fully assembled when in fact assembly is required.

This interpretation of the law completely ignores the unethical ramifications of purely legal advertising, such as building brand...

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with...

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