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How To Make More Money (And Sell Your Soul)

How To Make More Money (And Sell Your Soul) | Advertising, I say | Scoop.it
Do one thing well? In today's job market, that's not enough.
Karen Goldfarb Copywriter's insight:

Remember, you're not a freelance copywriter, you're a consultant.

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Advertising, I say
A writer's eye-view of the ad biz and more
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How Do You Market To Millennials?

How Do You Market To Millennials? | Advertising, I say | Scoop.it
Young people between the ages of 18 and 35 spend hundreds of millions of dollars a year. NPR asked some in this group how brands and corporations can get their attention.
Karen Goldfarb Copywriter's insight:

NPR did a focus group with SoCal millennials and discussed brands, advertising they like and what being a "millennial" means to them. 


Some comments were self-deprecating --


"I feel like we can be summed up as the 'everybody gets a trophy' generation, where everything we've ever done is awesome."


"We're completely self-absorbed. It's the reason we post status updates, it's the reason we're on Instagram..."


Some were savvy --


"The entire reason millennials is a term is a marketing classifier. I think of millennial as a word that writers put in Forbes to teach older company owners."


Some were universal --


"Honestly, If I could say anything to the advertisers, it'd be this: Entertain me, make me happy, capture my attention, speak to my conscience and then leave me the heck alone."


The brand winners? Warby Parker glasses. And Beyonce. For doing the right things socially and being perceived as genuine.

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Meet the Graphic Design Mastermind Behind the Best Part of the Oscars

Meet the Graphic Design Mastermind Behind the Best Part of the Oscars | Advertising, I say | Scoop.it
During Sunday night’s Oscars, the elegant slides that announced each category may have been the best part of the broadcast. For Best Picture, a row of animated bullets left a trail of blood on the title sequence for American Sniper; a black watercolor sketch of a man’s torso dissolved into...
Karen Goldfarb Copywriter's insight:

Henry Hobson, the graphic designer who masterminded the slides, really was the highlight of the Oscars for me. I wish they could make the rest of the show feel like his work did--polished, accessible yet refined, current.


Here's my favorite quote from the interview:


"...You realize there’s a repetitiveness to it. Then after that you start to think: it’s only repetitive because you are making it repetitive! You don’t just have to always show video clips [to introduce a new category] ... Last year for the Best Picture animated sequence, I even managed to get away with aWolf of Wall Street poster made out of cocaine."

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Karen Hurley | Obviously a lot of confidence in the success of...

Karen Hurley | Obviously a lot of confidence in the success of... | Advertising, I say | Scoop.it
Obviously a lot of confidence in the success of the project
Lowe Ad Agency, Thailand
Karen Goldfarb Copywriter's insight:

I'm a sucker for a good stain remover campaign.

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Designing for Different Online Personality Types | UX Magazine

Karen Goldfarb Copywriter's insight:

Breaking down types by things like Wish Lister, Brand Lover, Rational and Maximizer is insightful. 

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The History of Advertising in 60 Seconds - YouTube

The video above provides a 60-second, bird's-eye view of the evolution of the advertising industry, from ad agencies to brand-building to soap operas to bran...

Via k3hamilton
Karen Goldfarb Copywriter's insight:

This is a pretty cleaned up version of where advertising came from (aka, no cleavage). 

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How Androgyny Can Turbo-Charge Your Creativity

How Androgyny Can Turbo-Charge Your Creativity | Advertising, I say | Scoop.it

By M. Rasoulipour
Maria Popova cites a fascinating discovery from preeminent psychologist Mihaly Csikszentmihalyi’s recent research: a predisposition to psychological androgyny is essential for creativity.

Karen Goldfarb Copywriter's insight:

"...a predisposition to psychological androgyny is essential for creativity.In other words, as Csikszentmihalyi describes in his book Creativity: The Psychology of Discovery and Invention, the most creative people have the psychoemotional capacity of both a man and a woman.


...Psychological androgyny… refer[s] to a person’s ability to be at the same time aggressive and nurturant, sensitive and rigid, dominant and submissive, regardless of gender."


The key, they say, is open-mindedness.


I'd identify this way, if forced to pick yet another label for whatever demographic/psychographic I'm in. How about you?



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How Great Direct Mail Helps a Retailer Win Back Customers

How Great Direct Mail Helps a Retailer Win Back Customers | Advertising, I say | Scoop.it
A direct marketing success story: How a women’s retailer – Chico’s – got customer win-back direct mail right and 6 lessons for a smart marketing strategy
Karen Goldfarb Copywriter's insight:

Nice DM strategy. I especially liked the way they used customer data to get personal:


This letter is a case study in how to use a customer’s purchasing data to create a high-impact, one-to-one message. Here’s the friendly, engaging lead sentence:

“I love our new spring collection and thought it was the perfect time to connect with you.”

The letter then pivots brilliantly to my individual interests by talking about what I’ve purchased at Chico’s in the past:

“I remember that you love our Travelers collection,” the letter reads, describing the current Travelers line as being “reinvented as a chicer-than-ever collection.”

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Harvard Business Review Cartoons from the Upcoming Issue

Harvard Business Review Cartoons from the Upcoming Issue | Advertising, I say | Scoop.it
Enjoy these cartoons from the November issue of HBR, and test your management wit in the HBR Cartoon Caption Contest.
Karen Goldfarb Copywriter's insight:

HBR always knows how to put it bluntly.

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An Inside Look At How These 4 Agencies Collaborate to Create Awesome Content

An Inside Look At How These 4 Agencies Collaborate to Create Awesome Content | Advertising, I say | Scoop.it
We reached out to several agencies to query them on their mindset, approach, and collaborative practices as they relate to the creation and dissemination of content.
Karen Goldfarb Copywriter's insight:

Is your content following the hero, hub and hygiene category model? Read on to find out. 

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waaaat? | Erotic Film Festival Posters

waaaat? | Erotic Film Festival Posters | Advertising, I say | Scoop.it

Lowe Vasovie agency conducted with illustrator Bart Bialy a series of posters to highlight the “Kino Praha Erotic Film Festival” that took place last May. Funny versions of great references to the seventh art, such as Star Wars or Titanic, playing humorously on the positions of...

Karen Goldfarb Copywriter's insight:

I didn't get the first ones they presented until I read the description, but some are more immediately understandable. And now that I do, it's nice for porn. 

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You have been warned

You have been warned | Advertising, I say | Scoop.it

Ingenious.

 

This has been blowing up on social and traditional media. (Click the image to see the latest view count on imgur).

 

According to a police constable quoted in the Toronto Sun (http://www.torontosun.com/2014/09/03/frosh-week-can-cost-you-york-cops-warn), the hilarious entries on the list come "from experiences from officers here, calls they may have attended or been a part of over the course of their career.”

 

They're not the first local police department to know how to cleverly warn potential offenders: http://seattletimes.com/html/localnews/2021614151_hempfestdoritosxml.html

 

Via: @KreativRehab


Via steve rutter
Karen Goldfarb Copywriter's insight:

Ah, college days!

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Amber McGuirk's curator insight, September 6, 2014 7:26 PM

Kudos to the York Regional police on this brilliant image. I first saw this on Facebook and I laughed really hard at some of these. Many kids are out for the first time and are not thinking long term about the actions during Frosh Week. It's giving the students a second chance (hopefully) before they cost their parents thousands. I would like to add I'd happily pay $65 to hide in Wal-Mart. 

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Why Marketers Want to Make You Cry

Why Marketers Want to Make You Cry | Advertising, I say | Scoop.it
“Hey – Dad? You want to have a catch?”
Every time I watch Field of Dreams, there’s one scene that gets me. When Kevin Costner’s character asks his ghost father to throw a ball around, I – and a lot of other guys my age – dissolve.
Karen Goldfarb Copywriter's insight:

'The difference between any particularly emotional story and a good marketing story is that a marketing story has a purpose. Ask yourself, “What is the objective of the brand story?”'


I think he's partially right. Any emotional story has a purpose. It's to convey feeling, to get you to think about something, feel something. Maybe even to change how you feel or think. The difference for marketing stories is that they usually have (or should have) a very specific purpose that is to the marketer's advantage. 

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Margaret Gould Stewart: How giant websites design for you (and a billion others, too) - YouTube

Facebook’s “like” and “share” buttons are seen 22 billion times a day, making them some of the most-viewed design elements ever created. Margaret Gould Stewa...
Karen Goldfarb Copywriter's insight:

Fascinating talk. If you don't have 13 minutes, here's the gist:


1. Get the tiny things right. When designing at scale, there’s nothing that’s small.


2. Design with data. The example used is when requesting friends on Facebook to take down photos of you that you find embarrassing. This affected the entire process that Facebook uses now to help users handle these situations.


3. Manage change carefully. At YouTube, people were attached to the old 5-star rating system so they published a report on the data backing the change to thumbs up/down so that people would understand why the change was coming.


4. Understand who you’re designing for. If you want to design for the whole world, you have to design for where most people are, not where you are. For example, low-end phones and foreign languages.


Key insight: data analytics is never a substitute for design intuition.

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Hilariously Bad Ads That Were Rejected - DesignTAXI.com

Hilariously Bad Ads That Were Rejected - DesignTAXI.com | Advertising, I say | Scoop.it
Originating in the UK, the annual Chip Shop Awards is an international creative award for un-used advertising ideas that celebrates creativity...
Karen Goldfarb Copywriter's insight:

The Heinz one manages to make ketchup distasteful. 

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How a Successful Rebrand Solved 4 Brand Challenges | Lamfers & Associates

How a Successful Rebrand Solved 4 Brand Challenges | Lamfers & Associates | Advertising, I say | Scoop.it
 
Karen Goldfarb Copywriter's insight:

iHealth provided iOS-compatible health products, which are sold at Apple stores. My colleagues at Lamfers & Associates just did a revealing case study on the iHealth rebrand, for which I wrote copy. The key takeaways:


  • Helped iHealth stand out in an increasingly crowded product category.
  • Promoted tech to an older audience that is not always tech-savvy.
  • Ensured compatibility with Apple Store packaging requirements.
  • Satisfied multilingual packaging requirements for international distribution.
I created one of my favorite taglines for this, too. Check your vital signs. 
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Zombie cat shows up in neighbor's yard 5 days after being buried

Zombie cat shows up in neighbor's yard 5 days after being buried | Advertising, I say | Scoop.it
No, it's not a storyline from The Walking Dead — it's a true story of a courageous feline who was found alive days after being presumed dead Fox 13 reports that Ellis Hutson, from Tampa Bay, Florida, buried his cat after local veterinarians...
Karen Goldfarb Copywriter's insight:

Careful before you take a look at the picture of the cat. Bart's not looking so springtime fresh.

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Man photobombs stock photos, and things get weird fast

Man photobombs stock photos, and things get weird fast | Advertising, I say | Scoop.it
Women laughing with salads, men in suits putting on fake powerpoint presentations — stock photos are the worst
Matt Vescovo was tired of bland stock photos endlessly popping up around the Internet.
Karen Goldfarb Copywriter's insight:

Don't you just LOVE stock photos? What a great idea.

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Quenching Consumers’ Thirst for ‘Authentic’ Brands

Quenching Consumers’ Thirst for ‘Authentic’ Brands | Advertising, I say | Scoop.it
Companies are highlighting their heritage as a way to attract shoppers who value ritual and tradition.
Karen Goldfarb Copywriter's insight:

Having attended the Maker Faire for many years now, I think if you look at what attracts people to those who make products themselves, there's a direct correlation with the desire for authenticity in brands. We like knowing that the people who make our things have a story, and conversely, that the things we collect made by people represent that story.

"... consumers see three dimensions to brand authenticity: heritage, sincerity and commitment to quality ... people love being a part of an authentic brand because they aren’t just buying into a logo — but also 'buying into a set of values.'”

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Emotional letter begs Australian banks to leave 'humiliated' farmers alone

Emotional letter begs Australian banks to leave 'humiliated' farmers alone | Advertising, I say | Scoop.it
An Australian veterinarian has penned an open letter on Facebook about the horrific treatment of farmers in Queensland by the big banks.
Karen Goldfarb Copywriter's insight:

And the big banks took notice, because David Pascoe's letter has reportedly been shared over 2 million times. There's so much here to consider, but the thing that strikes me the most is that it sometimes takes one person to shame a "faceless corporation" into doing the right thing. If that eventually leads to better brand affinity for banks like ANZ, well, I can't say they earned it directly, but at least they got shamed into it.

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In Memoriam: My Father, Paul Margulies

In Memoriam: My Father, Paul Margulies | Advertising, I say | Scoop.it
My father always thought it was ironic that people swooned when they found out that he was the genius behind the famous ad campaign for Alka-Seltzer.
Karen Goldfarb Copywriter's insight:

The actress speaks about her famous copywriter father. 

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Is the ‘Selfie’ the Future of Mobile, Digital Marketing?

Is the ‘Selfie’ the Future of Mobile, Digital Marketing? | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

“Advertisers can now integrate high-quality selfies into their mobile ad campaigns." Oh joy...

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Urban Outfitters apologizes for Kent State sweatshirt | Toronto Star

Urban Outfitters apologizes for Kent State sweatshirt | Toronto Star | Advertising, I say | Scoop.it
The clothing retailer pulled a shirt that appeared to be bloodstained from its online store Monday. It was not the first time the company’s products have courted controversy, but one expert says the uproar is unlikely to hurt the brand.
Karen Goldfarb Copywriter's insight:

I get that this brand needs to be edgy, but when you read through the list of items they've pulled over the years because people found them offensive, it does make you question the decision-making. Some seem so obvious that it makes me wonder if they aren't released on purpose under the belief that even negative publicity is publicity. 

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5 Things CEOs Don't Ask About Marketing, But Should - Entrepreneur (blog)

5 Things CEOs Don't Ask About Marketing, But Should - Entrepreneur (blog) | Advertising, I say | Scoop.it
5 Things CEOs Don't Ask About Marketing, But Should
Entrepreneur (blog)
It's often difficult to isolate and quantify what marketing is responsible for, so there is an inherent disconnect between result-oriented CEOs and their marketing teams.
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The High Performance Of Online Video Advertising Is Helping It Grow Much Faster Than Other Ad Mediums

The High Performance Of Online Video Advertising Is Helping It Grow Much Faster Than Other Ad Mediums | Advertising, I say | Scoop.it
Digital video ads are high performers compared to other digital ad formats and mediums.
Karen Goldfarb Copywriter's insight:

Online video ads get 3x more clicks than other digital ad formats, according to BI, who wants you to sign up to get the full free report. I'm not advocatin', I'm just sayin'. 

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For One Month, Copywriter Promises to Eat Only The Food He Finds In His Agency

For One Month, Copywriter Promises to Eat Only The Food He Finds In His Agency | Advertising, I say | Scoop.it
In a strange feat of, it would seem, boredom, MRY copywriter Sam Bartos has decided he will go one month eating only what he can find in his agency's office. And he's chronicling the whole thing on a blog called Adult Food Finder.
Karen Goldfarb Copywriter's insight:

Good luck to him and, er, enjoy... ?

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