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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

Advertising, I say
A writer's eye-view of the ad biz and more
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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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How Successful People Stay Calm

How Successful People Stay Calm | Advertising, I say | Scoop.it
The ability to manage your emotions and remain calm under pressure has a direct link to your performance. TalentSmart has conducted research with more than a million people, and we’ve found that 90%
Karen Goldfarb Copywriter's insight:

Good perspective. I'd also add, read some positive news stories to help your attitude. You can find them online by searching 'good news.' Good News Network is one of my go-to's. 

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Kids Challenge the Monsters Under Their Bed in Cute Photo Series

Kids Challenge the Monsters Under Their Bed in Cute Photo Series | Advertising, I say | Scoop.it
“Most kids face some form of a "monster under the bed," but the best weapon is something every child comes by naturally: creative imagination.”
Karen Goldfarb Copywriter's insight:
Adorable.
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How To Stop Failing At Content Marketing

How To Stop Failing At Content Marketing | Advertising, I say | Scoop.it
Content is not a long-form version of advertising, but an extension of publishing
Karen Goldfarb Copywriter's insight:
Now that digital technology has revolutionized how we distribute information, marketers are trying to apply many of the same principles to content. Unfortunately, it simply doesn’t work that way. The truth is that, in a content driven world marketers need to start thinking less like advertisers and more like publishers.
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Everything Is Not Awesome in LEGOland

Everything Is Not Awesome in LEGOland | Advertising, I say | Scoop.it
Using toys to advertise any kind of product to kids is wrong. But it's particularly harmful to sell children on Shell, a company with a shameful environmental record that plans to drill for oil in the Alaskan Arctic, one of the most vulnerable places...
Karen Goldfarb Copywriter's insight:

As a kid, I loved getting free toys when my parents fueled up their cars. I'm sure that still holds true. But today, even kids are getting messages about the environment. So it's a shame for a company like Lego, which has a pretty decent environmental record, to partner with Shell Oil, which doesn't. 

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Rewind: From Mom Jeans to Musicals, a Look Back at eBay Advertising

Rewind: From Mom Jeans to Musicals, a Look Back at eBay Advertising | Advertising, I say | Scoop.it
A look back at eBay advertising, from mom jeans to musicals
Karen Goldfarb Copywriter's insight:

Don't know what to do with the next 7 minutes? Watch this eBay ad retrospective. 

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Implementing the 7 P’s for Better Creative Pitches

Implementing the 7 P’s for Better Creative Pitches | Advertising, I say | Scoop.it
Take a second and think about the last pitch you made that amazed you, but was a dud with the client. Now ask yourself how many critical strategic elements you addressed while creating that pitch that you didn’t illustrate in the meeting.  Do you think it would have made a difference?  Confidence in your ideas…
Karen Goldfarb Copywriter's insight:

A quick reminder to ensure you're aligning your pitch with client expectations. 

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If John Legend Spoke At A Marketing Conference, What Might He Say? - Forbes

If John Legend Spoke At A Marketing Conference, What Might He Say? - Forbes | Advertising, I say | Scoop.it
Forbes
If John Legend Spoke At A Marketing Conference, What Might He Say?
Karen Goldfarb Copywriter's insight:

Making it look effortless takes a lot of work.

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What Is Next For Content Marketing? - Forbes

What Is Next For Content Marketing? - Forbes | Advertising, I say | Scoop.it
What Is Next For Content Marketing?
Forbes
There may be no hotter debate in marketing today than the role of content in a business's marketing strategy.
Karen Goldfarb Copywriter's insight:

"The content that most deeply connects us to a brand is rarely the content with the greatest utility. While we must certainly consider what consumers need to know about our products and services, it will be the way we create an emotional response that drives the purchasing experience." Saying the same things again: entertain them, interest them, engage them. 

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Men Prefer Electric Shocks to Being Alone With No PPhone

Men Prefer Electric Shocks to Being Alone With No PPhone | Advertising, I say | Scoop.it
“For many people, being forced to spend a few minutes alone with their thoughts is an unpleasant experience, new research suggests.”
Karen Goldfarb Copywriter's insight:
Would you rather give yourself electric shocks than sit alone without your cell phone for, like, 15 minutes? Hard to imagine.
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Does P&G's Reorganized Marketing Department Go Far Enough? - Forbes

Does P&G's Reorganized Marketing Department Go Far Enough? - Forbes | Advertising, I say | Scoop.it
Does P&G's Reorganized Marketing Department Go Far Enough?
Karen Goldfarb Copywriter's insight:

"I believe it’s time to give the people who are responsible for all aspects of a brand’s life and health a new title, one that promotes a more creative approach to developing a brand: brand creative directors."

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Every Brand Is Making the Same Dumb Joke About Today's USA-Belgium Game

Every Brand Is Making the Same Dumb Joke About Today's USA-Belgium Game | Advertising, I say | Scoop.it
Leave it to brands to jump on Twitter and show their patriotism and support of American footballers today. The USA is playing Belgium at 4 p.m. ET in the World Cup, and embarrassingly, the only thing Americans seem to associate with Belgium are waffles—and by the way, Belgian waffles don’t even exist in Belgium.
Karen Goldfarb Copywriter's insight:

Sometimes escaping the obvious is just really, really hard. Like a bad waffle. 

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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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5 reasons “search for” is the best call to action for brands

5 reasons “search for” is the best call to action for brands | Advertising, I say | Scoop.it

The era of ‘buy now’, ‘experience this’ and ‘order yours today’ in above the line advertising is over. With so many media channels for people to choose from and so much competition for attention, these traditional call to actions (CTAs) are becoming less effective – they are too obvious.


Welcome instead to the age where CTAs encourage their audiences to scrutinise and debate. The age where advertising promotes brand interaction instead of product sales. The age of ‘search for us’.

But why should you be driving customers to Google, instead of straight to your website?


1) It’s quicker


Searching for a brand online is much less time consuming and is second nature for most people. They don’t have to type out complicated URLs or phone numbers and it can be done anywhere by anyone with a smartphone. This gives people quicker access to your brand at no cost to them.


To learn more about this topic, please click the below link;


Via InsideDigital.org
Karen Goldfarb Copywriter's insight:

Interesting suggestion. Not entirely sure I buy it. Using "search for us" on Google or your favorite search engine instead of the typical calls to action doesn't seem like it gains that much, since you can put in a link, except for the fifth point, that your audience will see more than just your URL. 

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Native advertising remains an awkward -- but very necessary -- mess

Native advertising remains an awkward -- but very necessary -- mess | Advertising, I say | Scoop.it
Take it from experience, it’s not easy being a native advertising sympathizer. Sitting through a half hour panel on ‘modern monetization’ at the Native Advertising Summit in San Francisco on Tuesda...
Karen Goldfarb Copywriter's insight:

"Readers are quick to express moral outrage about native advertising, but they’re never going to stand up and offer to pay good money to underwrite that content themselves. Frankly, we’ve kind of become dicks about the whole thing."


Net net: if you don't want to pay for content, and you don't want to click on banner ads, the numbers mean that publishers like The New York Times have to make value out of the fact that their content is desirable, and native advertising does that. Whether you like it or not. 

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Biden, Democrats Do a Throwback Thursday for Healthcare

Biden, Democrats Do a Throwback Thursday for Healthcare | Advertising, I say | Scoop.it
“Top Democrats used an unusual social media strategy to convince Millennials to sign up for health insurance Thursday — one led by Vice President Joe Biden.”
Karen Goldfarb Copywriter's insight:
Interesting tactic to talk to millennials about health care. (And is it just me or was Joe Biden pretty cute?)
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10 Things In Advertising You Need To Know This Morning

10 Things In Advertising You Need To Know This Morning | Advertising, I say | Scoop.it
Facebook reproted that 62 percent of its ad dollars come from mobile.
Karen Goldfarb Copywriter's insight:

This just in...

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Adweek's Top 5 Commercials of the Week: July 18-25

Adweek's Top 5 Commercials of the Week: July 18-25 | Advertising, I say | Scoop.it

nd This week, four of our five best ads pay tribute to a person or activity. Cheerios continues its trend of heartwarming family spots with a cheerful and exciting Canadian ad about how dads rule. Samsung salutes the sport of surfing.

Karen Goldfarb Copywriter's insight:

Apple and The Simpsons, definitely.

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The Shelf Life Of A Mobile Ad: Shorter Than You May Think

The Shelf Life Of A Mobile Ad: Shorter Than You May Think | Advertising, I say | Scoop.it
When a user loads a webpage, they aren’t doing so with the intent of clicking on an ad. Yet, millions and millions of users do just that every single day.
Karen Goldfarb Copywriter's insight:

This study says that you've got about two minutes to get a click after your mobile ad displays. Otherwise, you probably won't get a click at all. I'm actually surprised that it's that long. I would've said 20 seconds.

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Whiskey Maker Turns Cannes-Winning Ad Into Shareable Social Campaign

Whiskey Maker Turns Cannes-Winning Ad Into Shareable Social Campaign | Advertising, I say | Scoop.it
At the end of last year, New York boutique agency Opperman Weiss created a spectacularly somber ad, The Parting Shot, for Tullamore Dew Irish Whisky which became a 2013 Creativity pick and won a Silver Lion at Cannes.
Karen Goldfarb Copywriter's insight:

I liked this spot better before the [SPOILER].

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Stop What Your Doing And Watch This Inspirational Video Right Now!

Stop What Your Doing And Watch This Inspirational Video Right Now! | Advertising, I say | Scoop.it
It's not often we get inspirational reminders of what we should be doing rather than what we are doing in life. If you're in the creative business, take two minutes to watch this video, The Idea Catchers, from DDB Group Asia Pacific.
Karen Goldfarb Copywriter's insight:

Inspire your creativity today.

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Study: Alcohol sponsorship worsens problem drinking in athletes

Study: Alcohol sponsorship worsens problem drinking in athletes | Advertising, I say | Scoop.it
“Athletes sponsored by alcohol brands show greater problem drinking behaviour than those without alcohol sponsorship, according to a study by Melbourne’s Monash University and University of Manchester.”
Karen Goldfarb Copywriter's insight:
"50% of those receiving alcohol sponsorship were in need of counselling, compared with 39 per cent of non-sponsored athletes." That non-sponsored percentage is pretty high, too.
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Coca-Cola Freestyle and the nightmare of too much choice - Forbes

Coca-Cola Freestyle and the nightmare of too much choice - Forbes | Advertising, I say | Scoop.it
"As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive ..."
Via Leona Ungerer
Karen Goldfarb Copywriter's insight:
Brand affinity helps cut down on choice overwhelm.
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10 Things I Learned From Taking 100 Usability Tests

10 Things I Learned From Taking 100 Usability Tests | Advertising, I say | Scoop.it
Usability testing is a technique to evaluate a product or service by testing it with users. The users work on tasks while observers take notes, listen, and learn.
Karen Goldfarb Copywriter's insight:

The net net? Don't use your usability tests to test your branding. Usability is just that--can you use the thing without getting into stumbling blocks. If you want to test logo preference or color choices, better to do some focus groups. 

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