Advertising Archives - Page 12 of 12

04Nov 2004 by Bob Cargill

Sox Congratulatory Ads Swing for the Fence

Advertising

Red Sox fans had to endure a long, legendary 86 years since the home team last won the World Series, but less than 12 hours after the latest – and perhaps most remarkable – postseason chapter in Major League Baseball history was put to bed, dozens of so-called “congratulatory” ads were put to paper on behalf of the Boston baseball club. And just like their subject matter, these ads were the center of attention. All eyes were on the BoSox, after all – including everything said and written about these local baseball heroes. So like superstar sluggers David Ortiz and Manny Ramirez, the copywriters behind the headlines were swinging for the fence. And I for one enjoyed this show of creative talent, as displayed in the pages of The Boston…

21Oct 2004 by Bob Cargill

Scared Into Submission or Frightened Away

Advertising

There are a number of reasons why people are motivated to speak up and take action, many of which could be chalked up to feelings, not facts. Those in the business of proselytizing – such as lawyers, preachers and, yes, politicians – know that much, if not more, about the human nature of their target audience. And so do the more experienced direct marketers and advertisers among us. Play to people’s greatest fears and desires, and chances are they will respond accordingly. You can either place doubt in their minds or provide them with hope on the horizon, depending on the emotions – and response – you want to trigger. This is all easier said than done, of course. It’s not a stratagem to be taken lightly. After all, whether…

07Oct 2004 by Bob Cargill

A Reasonably Good Ad Campaign

Advertising

With the home team in the American League Division Series and playing baseball like they really mean it this year, it certainly is a good time to be able to call yourself the Official Hospital of the Boston Red Sox. After all, winning is contagious. But that's just one thing Boston's Beth Israel Deaconess Medical Center (BIDMC) has going for it this fall. Something else that’s been working in the hospital’s favor lately is its current advertising campaign, which is designed to call attention to the many different reasons people (750,000 of them annually) become patients there. In a series of large, clever display ads in this town’s two major dailies (of course, there may be other publications on the media schedule of which I’m not aware), this nationally-renowned academic…

21Sep 2004 by Bob Cargill

Broken Line, Solid Practice

Advertising, Copywriting, Direct Marketing

Historically, the prototypical direct response ad has always included an order form, which is invariably surrounded by a broken line. To those who don't respond by phone or – today – computer, such a plain and unmistakable border tells the audience to get out the scissors, detach along perforation and mail before said offer expires. Even if there’s no form to complete, coupon to save, or paper to shuffle in any way whatsoever, it’s still an incredibly strong call to action. It’s Pavlovian, really, consistent with the laws of the conditioned reflex. But evidently all this is no secret to the marketing team at Boston Sports Clubs. I can’t tell you how many ads of theirs I’ve seen framed by broken solid – as opposed to dotted – lines. For…

15Sep 2004 by Bob Cargill

Recycling References to Popular Culture

Advertising, Copywriting, Direct Marketing

Before you attend your next brainstorm meeting, I have a little homework assignment for you. Watch a few hours of television. Take in a couple of good movies. Listen to some talk radio. Punch up The Lycos 50. Then grab the latest issues of People, Time and Rolling Stone magazines, and read them cover to cover. I know, all that’s going to seem like information overload to some of you (and, to the others, perhaps a disdainful exercise in futility), but if you can stomach all the mind candy, the ideas will come rolling off your tongue. You’ll recycle a few references to popular culture and have everyone at that meeting – and, ultimately, your customers – singing your praises. Trust me. Using current events and popular culture to call…

08Sep 2004 by Bob Cargill

A Big Lesson in Marketing

Advertising, Direct Marketing, Miscellaneous

The success of any advertising or direct marketing campaign depends on a coalescence of elements, not the least of which are the motif of the creative and the timing of the launch. If you can tie those two together, you're likely to be sitting pretty. For example, take the Sunday newspaper insert I received recently from Target, which prides itself on selling quality, stylish merchandise at reasonable prices. Scheduled to arrive in-home about a week before the first day of school, it was obviously designed by the retailer to look like a classic composition notebook – ruled pages, marble red cover and all. But the “back to school” theme doesn’t stop there. This bold, eye-catching, 8-1/2” X 11” insert is divided into three two-page spreads – one each for middle…

21Jul 2004 by Bob Cargill

Viral Marketing Gone Good

Advertising, Direct Marketing, Miscellaneous

Wednesday, July 21, 2004 – Chances are you’ve already seen the Flash parody of the Woody Guthrie folk song, "This Land Is Your Land," that’s been racing its way across the Internet this week at lightning-like speed. My good friend, Michael Chinnici, emailed it to me a few days ago, and initially I didn’t think twice about it. Spoofing President Bush and his Democratic challenger, John Kerry, it’s amusing, sure. But at first glance, I though it was just another joke du jour encumbering my Inbox. However, on second thought, turns out this clip (produced by the Los Angeles-based animation studio, JibJab) is an instant classic, the perfect example of viral marketing gone good. So good, in fact, that JibJab is getting so many hits on its Web site that its principals,…

14Jul 2004 by Bob Cargill

Marketing Miscellany

Advertising, Direct Marketing, Fundraising

Wednesday, July 14, 2004 – Say cell phones, and my first thought is Nextel -- probably because I’m hooked on a clever, little walkie-talkie feature called Direct Connect. But now I have another reason to be enamored of this wireless communications behemoth: its new tagline, “Done,” which, in one four-letter verb, speaks volumes….However, just because I like it doesn’t mean Thomas L. Collins wouldn’t be able to suggest a better alternative. After all, perhaps no direct marketer out there has a more critical -- and more experienced -- eye than Thomas, "The Makeover Maven" columnist for DIRECT magazine. Seriously! Read him -- and reap….I have to hand it to the folks at the United States Postal Service for practicing what they preach in a glossy, tri-fold self-mailer that came to…

26Feb 2004 by Bob Cargill

A Very Good Thing

Advertising

Thursday, February 26, 2004 – In almost every issue of ADWEEK, I come across an article or two that’s particularly relevant to my career. Sure, the magazine doesn’t feature as much local news as it used to back in the day, but it’s still a must read in my book. For instance, a column written by Tony DeGregorio about what it’s like to go small after a career at the big agencies caught my eye this afternoon. This guy’s further down the road in his career than me -- I probably have at least another two decades left in the tank! -- but his take on the feeling of relative emancipation that comes with working at a small shop certainly resonated with me. Tony claims infrastructure is highly overrated, and…