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15+ inspiring galleries

15+ inspiring galleries | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

There's a reason we say a picture is worth a thousand words.

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Advertising, I say
A writer's eye-view of the ad biz and more
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Tapping Into the Emotional Side of Video Games: Developing Hope, Healing and Love

Tapping Into the Emotional Side of Video Games: Developing Hope, Healing and Love | Advertising, I say | Scoop.it
"Video games have always been a part of my life," said Jenovah Chen. "I always played games with my friends, but as I got older, my friends stopped playing."
Chen, president and co-founder of thatgamecompany, wondered why that was.
Karen Goldfarb Copywriter's insight:

"...games, which originally came from a software background, divided their genres based on technology they were built around, such as massively multiplayer online games or first-person shooters. Entertainment genres, however, are divided based on emotions: romantic comedies, action, horror, drama." When you make an emotional connection, you always get a deeper connection with your audience.

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11 Major Rebranding Disasters And What You Can Learn From Them

11 Major Rebranding Disasters And What You Can Learn From Them | Advertising, I say | Scoop.it

Don't mess with a classic or with a brand that is already a highly-valuable asset. If rebranding, take care on what customers might think about the evolution. Take into account that a rebranding process is not only designing a face-lifted logo or getting a new "cool name"... Is all about how the customer experience will be and having consistency across every single touch point between the brand and its' clients.


Via Oscar Beltran
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When Trying to Help the Poor, One Word Can Make a Huge Difference

When Trying to Help the Poor, One Word Can Make a Huge Difference | Advertising, I say | Scoop.it
A social experiment from the UK shows how a counterintuitive approach to charity marketing can work better than a straightforward pitch.
A British charity, Pilion Trust, sent a man out on the streets of London to raise money.
Karen Goldfarb Copywriter's insight:

Playing off negative emotions may not be the right thing to do but often, it's the thing that gets the reaction. 

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Artist's Tranquil GIFs Will Calm and Mesmerize You

Artist's Tranquil GIFs Will Calm and Mesmerize You | Advertising, I say | Scoop.it
Sometimes you can find tranquility online where we'd least expect it — in this case, it's with GIFs
There's something inexplicably soothing about Rebecca Mock's illustrations.
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Video: The World’s Biggest Tetris Game

The Drexel University professor Frank Lee and his team hacked into the lighting system of a 29-story skyscraper in Philadelphia to play Tetris on the building’s facade.
Karen Goldfarb Copywriter's insight:

Great implications for billboard advertising, especially if you made the ad interactive.

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5 Way Brands (And Agencies) Can Avoid Looking Like Pompous Bufoons

5 Way Brands (And Agencies) Can Avoid Looking Like Pompous Bufoons | Advertising, I say | Scoop.it
Movie critics are a tough bunch. They rarely, if ever, are impressed with "movie magic" such as computer-generated imagery and gee-whiz special effects. In their minds, if the script is weak, no amount of technical prowess will save the film.
Karen Goldfarb Copywriter's insight:

Always important to check in on your strategy. And to have one. 

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Stop Trying to Control People or Make Them Happy

Stop Trying to Control People or Make Them Happy | Advertising, I say | Scoop.it
Whether you’ve heard of them or not, two gurus from the early 20th century still dominate management thinking and practice — to our detriment.  It has been more than 100 years since Frederick Taylor, an American engineer working in the steel...
Karen Goldfarb Copywriter's insight:

"In the most complicated 20% of companies, employees spend large chunks of time on aimless activities that do not add value: For instance, writing reports or participating in internal meetings that have no impact." 


Authors of this new book then suggest the better way to motivate employees, rather than creating new processes and going on offsites, boil down to six rules:


  1. Understand what your people do:  Start with a true understanding of what your people do and why they do it.
  2. Reinforce integrators: Foster cooperation by giving people the power and interest to do so.
  3. Increase the total quantity of power: Create new power, don’t just shift existing power.
  4. Increase reciprocity: Ensure people use their autonomy.
  5. Extend the shadow of the future: Create direct feedback loops.
  6. Reward those who cooperate:  Make transparency, innovation, and aspiration the best choices for individuals and teams.


If anyone understands what 2-5 mean, please let me know. Guess the answers are in the book. 

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10 marketing buzzwords that lose pitches and alienate journalists

10 marketing buzzwords that lose pitches and alienate journalists | Advertising, I say | Scoop.it
Marketers and technology vendors are better off describing their 'industry-leading, turnkey innovations' in plain English
Karen Goldfarb Copywriter's insight:

We always want shorthand to describe things and try to make better sense of them. This is how language evolves. Unfortunately, buzzwords often do the opposite. They make writing lazy and make communication less clear.


For example, I'm glad to see "disruptive" top this list. I hate that word being used as a benefit. No one wants to be disrupted. They want to be inspired. They want their personal and professional lives to be made better, easier, simpler. "Disruptive" doesn't mean you're innovative. It means you got sent to the principal's office in school. 

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Get the Ambient Noise of Coffee Shops Wherever You Work

Get the Ambient Noise of Coffee Shops Wherever You Work | Advertising, I say | Scoop.it
The perfect level of ambiance for creating, in a handy app.
Karen Goldfarb Copywriter's insight:

Yes, the right amount of ambient noise increases creativity but would you choose sounds of a coffee shop you're not in over, say, instrumental music? 


Speaking of which, if you want some curated instrumental electronica fit for work, check out my Spotify playlist:


Electronica Instrumental to work by

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Woman’s hair in ad on subway platform blows around whenever a train arrives

Skip to :22 to see it work. Fun idea for Swedish drug store chain. Agency: Akestam Holst. Via: DesignTaxi.


Via steve rutter
Karen Goldfarb Copywriter's insight:

Clever.

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Sven Hirschmann's curator insight, February 27, 8:14 AM

Klasse! Sehr schöne Idee :)

Kurt Frenier's curator insight, March 2, 4:57 PM

VERY VERY COOL

VERY VERY ENGAGING

COOL WAY TO BUILD AWARENESS FAST

Kurt

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This ad for a 4mm-thin TV is 4mm thin

This ad for a 4mm-thin TV is 4mm thin | Advertising, I say | Scoop.it

So smart. Agency: M&C Saatchi, Stockholm. Via: TheInspiration.


Via steve rutter
Karen Goldfarb Copywriter's insight:

Clever! 

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MediaPost Publications Bruised Barbie's Social Storm Heads To Target 02/18/2014

MediaPost Publications Bruised Barbie's Social Storm Heads To Target 02/18/2014 | Advertising, I say | Scoop.it
Bruised Barbie's Social Storm Heads To Target - 02/18/2014
Karen Goldfarb Copywriter's insight:

Good comment on this article: "Rather than go back to 1959, Barbie should be looking at her #brand values and reinventing herself to appeal to moms and girls in 2014." 


Having just had two Monster High dolls arrive in the house, I can say that Barbie isn't the only doll promoting an unrealistic body image. Guess it's ok because the MH characters are fictional/dead.

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Great Brands Never Have to “Give Back”

Great Brands Never Have to “Give Back” | Advertising, I say | Scoop.it
A recent headline, “JCPenney Releases 2013 Sustainability Report,” reads like the punch line to a bad joke.  Apparently the struggling department store company, which is closing 33 underperforming stores and incurred a net loss of nearly $500...
Karen Goldfarb Copywriter's insight:

Giving back doesn't make up for taking something away in the first place. And, it backfires.

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Bryenn Bierwirth's curator insight, February 7, 7:10 PM

The headline intrigued me, and resonated a sort of discouraging feeling, because I think brands should give back. Further reading led to me to concur with the author: transparency -- open, value-driven businesses -- in a company is what distinguishes great brands from "phony" brands. 

 

You can't buy morals and values; you must do good, to be good -- and consumers will know the difference. I personally think Customer Social Responsibility (CSR) isn't always a brand ploy diverting attention from the internal problems of a company -- that's a very cynical way to look at the world, because some brands want to give back, but don't know the "perceived" method to. 

 

Customer Shared Value (CSV) is a concept that relies on the notion of "good things happen to good people." If the company is genuine, sincere, and value structured (worrying about revenue second and focusing on make the world a better place with your service/product) then, consequently, revenue will increase as a result.

 

The premises can be thought of as "brand karma" -- I just coined this term -- and everything you do good will come full-circle.  

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Song About Heroin Used To Advertise Bank

Song About Heroin Used To Advertise Bank | Advertising, I say | Scoop.it
BOSTON—The soul-wrenching experience of heroin-addiction recovery was used to evoke a bank's financial security Monday.
Karen Goldfarb Copywriter's insight:

It always seems like a good idea when you're brainstorming it.

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Bob Hoffman Says Marketers Are Drowning In Their Own Bullshit

Bob Hoffman Says Marketers Are Drowning In Their Own Bullshit | Advertising, I say | Scoop.it
In perhaps the most entertaining talk given during Advertising Week Europe (or any conference for that matter), Bob Hoffman, legendary ad man and author of the Ad Contrarian ad blog, said marketers are bullshit artists who can't be trusted.
Karen Goldfarb Copywriter's insight:

"Every square inch of the effing planet is covered in advertising and these schmucks are telling us it's dead." (He didn't say 'effing')

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Which Customers to Listen to, When

Which Customers to Listen to, When | Advertising, I say | Scoop.it
Only hearing your most profitable, demanding customers leads to disruption.
Karen Goldfarb Copywriter's insight:

"...businesses spend their time listening to their most demanding customers — not only because those customers tend to be the most profitable, but also because our listening techniques direct us towards the customers who speak the loudest. And we end up ignoring — sometimes not even hearing — other customers who may become equally valuable in the future."

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Eight (No, Nine!) Problems With Big Data

Eight (No, Nine!) Problems With Big Data | Advertising, I say | Scoop.it
It’s a valuable tool for analysis, but don’t believe all the hype.
Karen Goldfarb Copywriter's insight:

Putting big data in its place. "...[while] big data is very good at detecting correlations...it never tells us which correlations are meaningful. A big data analysis might reveal, for instance, that from 2006 to 2011 the United States murder rate was well correlated with the market share of Internet Explorer: Both went down sharply. But it’s hard to imagine there is any causal relationship between the two." 

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Marketing on a Shoestring Budget - U.S. News & World Report

Marketing on a Shoestring Budget - U.S. News & World Report | Advertising, I say | Scoop.it
Marketing on a Shoestring Budget
U.S. News & World Report
If you run any kind of small business, from an Etsy shop to an established bricks-and-mortar store, then you know what a challenge it can be to market your business on a budget.
Karen Goldfarb Copywriter's insight:

Some good basic advice here, but when it comes to recommending social media as a frugal tactic, there's a danger. Doing social well takes time, forethought and commitment. Someone's got to make that Facebook page, find and/or create relevant content to put on it, publicize the page's existence, gather followers, engage them in conversations and commenting, and participate in those conversations and respond to those comments.


It's the same story for every social channel, too. If you're game to do that yourself and make the time, good on you. Otherwise, you'll need to figure out how to motivate a staff member who already has a job working for you, or hire someone to do the work. It is work, make no mistake.

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Paula Ortiz Sánchez's curator insight, April 8, 7:03 AM

Notícia sobre marketing en inglés. 

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Are You a Holistic or a Specific Thinker?

Are You a Holistic or a Specific Thinker? | Advertising, I say | Scoop.it
It was Friday afternoon in Paris and I had spent the morning teaching a group of Chinese CEOs how to work effectively with Europeans.
Karen Goldfarb Copywriter's insight:

Holistic thinkers consider interdependencies and the big picture first, while specific thinkers consider the individual or segment first. Interesting discussion in how it applies to Western and Eastern perspectives.

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That Generic Brand Video Is Approaching 1 Million Views

That Generic Brand Video Is Approaching 1 Million Views | Advertising, I say | Scoop.it
That video from stock video provider Dissolve, which was inspired by poetic literature written by Kendra Eash, is approaching one million views on YouTube.
Karen Goldfarb Copywriter's insight:

Now if only we could get brands to stop using footage like this to "tell the brand story," we'd be onto something.

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Email remains the best digital channel for ROI

Email remains the best digital channel for ROI | Advertising, I say | Scoop.it
As with many things in digital, there's always someone proclaiming the imminent death of email.
Karen Goldfarb Copywriter's insight:

"...email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’." Love it or hate it, we haven't killed email yet.

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10 Reasons Marketers And The C-Suite Must Become 'Habit Experts' - Forbes

10 Reasons Marketers And The C-Suite Must Become 'Habit Experts' - Forbes | Advertising, I say | Scoop.it
10 Reasons Marketers And The C-Suite Must Become 'Habit Experts'
Forbes
This article is by Marsha Lindsay, CEO of Lindsay, Stone & Briggs, a Madison, Wisc.-based brand marketing firm that in May hosts an annual event called Brandworks University.
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Kitty Litter flyer printed on catnip paper

That's one way to get your direct mail noticed. Or, as Adfreak put it: "Watch cats basically hump direct mail coated with kitty crack."

 

Agency: Rethink, Toronto. Via: theinspirationroom.com


Via steve rutter
Karen Goldfarb Copywriter's insight:

Too bad cats aren't the decision makers. Oh wait, yes they are...

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Sven Hirschmann's curator insight, March 3, 12:15 PM

Willst Du Katzenfreunde erreichen? Dann verschicke solche Mailings! Tolle Idee... muss man erstmal drauf kommen :)

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The tricky business of advertising to children

The tricky business of advertising to children | Advertising, I say | Scoop.it
As Subway launches a multi-million-dollar healthy eating ad campaign aimed at kids, is marketing to children harmful or a useful tool for teaching critical analysis?
Karen Goldfarb Copywriter's insight:

Filled with pro and con opinions, but the bit about the group that aims to teach kids about what advertising is and what it's doing is interesting. That last sentence is critical to me. If kids can't understand the intent until they're 12, they shouldn't be exposed to advertising until then.


Sure, parents need to parent and are ultimately responsible for what their kids watch, but I've said for years that the key to advertising is reaching the right audience--an audience capable of critical thinking. Targeting at a group that can't understand anything except "WANT THAT!" should be out of bounds.


"'...Media Smart helps kids better understand what advertising is, how advertising works, what its intentions are, and how to be critical of it,' Barbour explains. '...Our approach is to make sure the advertising targeted to kids is appropriate, and help kids to understand what advertising does.'"


From this perspective, advertising can be a useful tool for teaching children to be cynical and careful consumers.


Then again, as the advertising lobby's own research (PDF) has shown, children are not capable of understanding the 'commercial intent' of advertising until they reach the age of 12."

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Digital direct marketing is the future: Why it’s about more than just email

Digital direct marketing is the future: Why it’s about more than just email | Advertising, I say | Scoop.it
Digital direct marketing (DDM) is so fundamental to marketing I am stunned at how many marketer’s still don’t use it to its full potential.
Marketers tell me they are the stewards of the brand.
Karen Goldfarb Copywriter's insight:

DDM is not all about sending email, nor is customer engagement about having the best CRM system or most Facebook likes. It is about engagement across direct marketing channels that drive sales, build customer relationships and generate recommendation. This is so important. Use the tools in the toolbox. That's what they're there for. 

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