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Advertising, I say
A writer's eye-view of the ad biz and more
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"Mad Men's" Chevy Vega Pitches Vs. What Actually Ran

"Mad Men's" Chevy Vega Pitches Vs. What Actually Ran | Advertising, I say | Scoop.it
Don and co. won a big account in episode 6 — Chevy. Here's a look at what the ad campaign for the mysterious "XP-887" car actually looked like.
Karen Goldfarb Copywriter's insight:

The real campaign pushed the Vega's small size. And the fact that it won Motor Trend's car of the Year in 1971. 

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Why Humor Makes You More Creative

Why Humor Makes You More Creative | Advertising, I say | Scoop.it
You can't selfmonitor your way to innovation. A jovial office environment is hugely important and a few good laughs can change everything at work.
Karen Goldfarb Copywriter's insight:

Creatives have mastered the art of turning off the self-judging part of their brains in order to brainstorm with less inhibition. (Of course, that's what the agency bar is for, too.)

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Sandrine Delage (Borgé)'s comment, June 27, 2013 3:04 PM
Thanks !
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Is Word of Mouth Better Than Advertising?

Is Word of Mouth Better Than Advertising? | Advertising, I say | Scoop.it
People often wonder whether word of mouth is better than advertising. The answer? Yes. But not always.A great deal of research finds that word of mouth is more effective than other types of marketing
Karen Goldfarb Copywriter's insight:

Yes, except it's 1) slower and 2) requires that people talk. OK, 'nuff said.

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Why your brain loves music [& stories]

Why your brain loves music [& stories] | Advertising, I say | Scoop.it
New neuroscience study sets out to explain why in some respects music offers the same sort of pleasure as a really good thriller.

Via Karen Dietz
Karen Goldfarb Copywriter's insight:

We are always trying to work out where the music or copywriting / story is heading, and enjoy the journey even if we're wrong. "There is pleasure even in being deceived."

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Janet Vasil's curator insight, May 3, 2013 9:29 AM
Music in video is an art of its own that can make or break your story. This article explains some of the reasons why. Music is used to set the mood and manipulate emotions in movies, TV shows, news features and video stories and as a classically trained vocalist and TV storyteller, I always hear it. I don't like being told how to feel about something,but it can be highly effective. Think of the theme from Jaws (dum,dum,dum,dum DUM,DUM) and how it foreshadows the shark attacks - ominous and thrilling! It's a fun exercise to perk up your ears to the music used in media and notice how it plays on your emotions.
Mirjana Podvorac's curator insight, May 4, 2013 2:08 PM

Some new research on some things teachers have known and used for a long time.

Nimah Nirvanova's curator insight, May 7, 2013 9:27 AM

brainy fun

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How The Concept of “Isolation” Creates Increased Sales

How The Concept of “Isolation” Creates Increased Sales | Advertising, I say | Scoop.it
Sales is a transfer of enthusiasm from one person to another. And can be done both online and offline.
Karen Goldfarb Copywriter's insight:

How do you create enthusiasm?

The answer lies in a concept called “isolation”. It doesn’t matter if you are selling offline or online, you can’t be enthusiastic if you’re bogged down with seven hundred features and benefits. So instead you isolate just one.

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How Kmart Used Social Listening (And Some Nerve) To Create A Ship-My-Pants Funny Viral Hit

How Kmart Used Social Listening (And Some Nerve) To Create A Ship-My-Pants Funny Viral Hit | Advertising, I say | Scoop.it
You did what to your pants, exactly? Ooooh, ship! If you’ve been online at all in the last week or so, you’ve likely seen this amusing and suggestive play on words circulating via social media and traditional news outlets.
Karen Goldfarb Copywriter's insight:

"Social listening" in this case is just a fancy term for focus grouping. Kmart broke the entendre-laden spot online, gauged reaction, then used that insight to decide to go to traditional broadcast. Nice job. Though I don't think I'll be shipping my pants anytime soon.

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Pitch Perfect

Pitch Perfect | Advertising, I say | Scoop.it
Maybe instead of constantly moaning, like some irritating teenager we should just accept that getting a perfect client is near impossible, and instead we should prepare the delivery of a perfect pi...
Karen Goldfarb Copywriter's insight:

"...it is easy to forget about the fact that people outside your studio probably won’t relate to your typeface dilemmas, layout predicaments and other, similar conundrums – and neither will your client. Therefore it is important to keep the seemingly professional jargon to minimum and concentrate on delivering what clients want and need." 


And as to the search for the perfect client? There are no perfect clients. We are all clients. And none of us are perfect.

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Fashion video sparks outrage amid prostitution allegations

Fashion video sparks outrage amid prostitution allegations | Advertising, I say | Scoop.it
Campaign video for Louis Vuitton causes controversy in France as lawyers and intellectuals accuse it of glamorising prostitution, reports Lauren Cochrane
Karen Goldfarb Copywriter's insight:

Is this out-of-bounds? What's your opinion?

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I Believe in Advertising | ONLY SELECTED ADVERTISING | Advertising Blog & Community » Solo softdrink: The world’s largest message in a bottle

the best selection about advertising and marketing around the globe, updated daily. A point of reference for advertising professionals and advertising agencies.
Karen Goldfarb Copywriter's insight:

The world's biggest message in a bottle is GPS- and camera-equipped so that we can all watch where it lands. It's been at sea for a month now. Cool way to break your soda on the world's stage.

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How Do Customers Define Customer Experience Marketing

How Do Customers Define Customer Experience Marketing | Advertising, I say | Scoop.it
New research findings reveal what customers expect from a highvalue customer experience.
Karen Goldfarb Copywriter's insight:

Key takeaways: Customers expect a seamless experience across all of the channels they use to interact with a brand. And they want to be "engaged," not "managed."


I find that second point most interesting because I have to stop and think about what it means. My analogy always goes back to the savvy salesperson that engages you in conversation, has a laugh with you, and really seems to enjoy the smalltalk which feels naturally as though it moves onto the notion of the sale, rather than the sales hack who is just going through the motions hoping you'll buy.


I also think there's got to be an element of entertainment to engagement. When you're face-to-face with someone, a good conversation is enough to engage. When you're working to earn someone's attention at a distance, as we do via advertising, you have to earn it and reward them for giving it to you. Entertainment doesn't always mean a song and dance, but it does mean a rewarding experience that makes them not look at their watch.

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Social media comes to health care

Social media comes to health care | Advertising, I say | Scoop.it
A number of startups think social media is the cure for a broken health care system.
Karen Goldfarb Copywriter's insight:

"What the upstarts lack in scale (for now), they more than make up for in utility. Imagine joining an online global community of people with the same rare disorder, or finding a doctor on the basis of detailed patient reviews... ...this new wave of social networks offers tools that its users can't live without -- in some cases literally."


Most interesting to note is that on the social site PatientsLikeMe, where people share stories and medical histories of chronic and sometimes life-threatening disease, they also actively answer questionnaires used to sell their data directly to drugmakers. The site is very open about this and the users participate actively because they have a vested interest in drugmakers finding cures and improving regimens. 


When personal data is used with permission by users for a cause they feel strongly about, it's highly welcome, not an invasion of privacy. The key is how much users are "compensated" for their data. In this case, compensation doesn't take a monetary form, but comes in the form of progress, and hope.

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1950s: Jail Jamas- perfect gift for the newly married

1950s: Jail Jamas- perfect gift for the newly married | Advertising, I say | Scoop.it
Jail Jamas, 1950s

 

..genuine prison stripes

 

gift card "Lose all hope ye who enter here"

 


Via k3hamilton
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Laura Brown's comment, March 28, 2013 1:18 AM
Cute!
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21 Inspiring Examples of Typography in Web Design

21 Inspiring Examples of Typography in Web Design | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

As a copywriter (and designer at heart), I have a deep love for typography. It really dramatically affects how writing reads and its emotional impact as a graphic element. 

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Small Business Social

Small Business Social | Advertising, I say | Scoop.it
All of these new avenues of talking to the consumer are scary. They’re scary because they’re unknown, because they’re out of their comfort zone, because they’re time intensive and because honestly,...
Karen Goldfarb Copywriter's insight:

"...less of my job is about convincing the small business owners that digital marketing SHOULD be done, it is about translating these scary new tactics into components with which they are already familiar." That's key not only for your clients but for your own business as well.

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Art, Copy & Code: advertising in the modern era

Art, Copy & Code: advertising in the modern era | Advertising, I say | Scoop.it
It’s been said that the only thing constant is change; and in the world of advertising, this saying is especially true. For years, successful “Mad Men” me
Karen Goldfarb Copywriter's insight:

Nice to see the experiments in action as Google challenges design, copywriting and tech to work together. VW's Smileage app seems like a nice way to enjoy social traveling (That is, if you're not constantly afraid that publishing to the world that your house is empty won't get you robbed. Thanks, Mom.). And of course, there will be plenty of advertising opps along the route, no doubt. I don't expect to be using a talking shoe anytime soon myself, however, as they show in the "Connected Objects" experiment. Someone will, no doubt. 

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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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How Not to Blow Up Your Computer (in 1993)

How Not to Blow Up Your Computer (in 1993) | Advertising, I say | Scoop.it

 

"Kim Komando has been teaching people to use computers (sorry, komputers) for decades -- she runs a komputer-themed radio call-in show, running for three hours each weekend.

But if we set our time machine to 1993, Komando released a series of "Komputer Tutor" VHS tapes, including one called Komputer Kindergarten that taught basic computer skills (DOS and Windows, and "what is a printer") to beginners. The good folks over at Everything is Terrible edited Komputer Kindergarten down into a highlight reel, just under three minutes. It's amazing. Seriously..."


Via k3hamilton
Karen Goldfarb Copywriter's insight:

Totally worth 3 minutes of your time (machine).

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k3hamilton's curator insight, May 1, 2013 10:03 PM

oh my this is funny

Karen Goldfarb Copywriter's comment, May 2, 2013 11:45 AM
Hilarious!
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NEW YORK: Four in Ten Marketing Executives Unprepared to Meet Objectives Due to Lack of Funding and Internal Inefficiencies, Accenture Study Finds | Business Wire | Rock Hill Herald Online

NEW YORK: Four in Ten Marketing Executives Unprepared to Meet Objectives Due to Lack of Funding and Internal Inefficiencies, Accenture Study Finds | Business Wire | Rock Hill Herald Online | Advertising, I say | Scoop.it
Four in 10 top marketing executives say they are not well prepared to meet their objectives, citing a lack of funding and inefficient business practices as the main impediments to improved performance, according to global research by Accenture...
Karen Goldfarb Copywriter's insight:

Summary: 

40% of top marketing executives say they are not prepared to meet their objectives, citing a lack of funding and inefficient business practices.

 

70 percent believe that corporate marketing will undergo a dramatic overhaul within the next five years and that their organizations must create a digital direction to help achieve higher revenue and market share.

 

Two-thirds of marketing executives will be allocating at least one quarter of their budget to digital marketing next year.

 

They also plan to invest more in analytics.

 

In order to obtain the greatest results, marketing executives say they are looking for more innovators by adding to full-time staff.

 

Only one-third (36 percent) of marketing executives said that their agencies execute flawlessly, and 36 percent said that the agencies are not able to deliver what they promised.

 

The report shows that the need for change is being driven by increasingly demanding customers who expect more relevant interactions with brands. Consumers’ expectations for relevant, targeted experiences are having the greatest long-term impact on marketing strategy (65 percent).

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Pinterest: B2B Boards That Will Dazzle Your Clients | Social Media Today

Pinterest: B2B Boards That Will Dazzle Your Clients | Social Media Today | Advertising, I say | Scoop.it
With 48.7 million users (April 2013) and explosive growth, there's big potential even for b2b companies to establish themselves on Pinterest. Here are five rules to get you started.
Karen Goldfarb Copywriter's insight:

My favorite of the suggestions: 

Create a board for customer testimonials. Pin images with quotes from happy customers. Use pinwords.com or quozio.com to make pinable images of text.Tell the company story in a board. Pin images that feature your people and premises as well as images of the product/service.Create separate boards for webinars, whitepapers, articles and news.Create boards for the niche you operate within and pin related news and info.
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The Age Of The Second Screen Is Here

The Age Of The Second Screen Is Here | Advertising, I say | Scoop.it
A full 1/3rd of active Twitter users used the social network to discuss television programming in June 2012; up from 27% in January of the same year. The age of the second screen is already here.
Karen Goldfarb Copywriter's insight:

44% of tablet owners use them to augment TV viewing by watching socially (tweeting friends), while 45% shop online, and 35% look up info related to the TV show they're watching. So much for TV being a passive medium.

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How Content Marketing Can Lead to a Long Fulfilling Relationship With Your Customers - Forbes

How Content Marketing Can Lead to a Long Fulfilling Relationship With Your Customers - Forbes | Advertising, I say | Scoop.it
This article was co-authored by Brian Yang Imagine two people going out on a first date. After a few hours of talking, out of nowhere, the man gets down on one knee; whips out a diamond ring, and proposes to the woman.
Karen Goldfarb Copywriter's insight:

Moving from push to pull with great content. Their reco'd three steps are 1. Educate, 2. Entertain, and 3. Research. Glad entertainment is in there. It's always been key to earning attention in advertising. Btw, this is part one in a series. Part two is already available. 

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Bill Murray Is A Badass

Bill Murray Is A Badass | Advertising, I say | Scoop.it
By DOUG ZANGER Saw this from my pal, Jerry Ketel, in Portland. Bill Murray is a badass. buff.ly/16PNAxa — Jerry Ketel (@JerryKetel) April 12, 2013 So I just decided to steal that for the headline. ...
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A Chief Marketing Officer for Your Small Business?

A Chief Marketing Officer for Your Small Business? | Advertising, I say | Scoop.it
Do you already have someone like this in your company? Or, does this sound more like a dream? What if all these tasks were off your plate?
Karen Goldfarb Copywriter's insight:

"What if you were to create a position in your company called Chief Marketing Officer (CMO)? This person would be responsible for sales, branding, advertising within budget, overseeing salespeople, and creating a vision of how your company will grow, now and into the foreseeable future."


Interesting concept for a small business to have a CMO. She posits that with a "right-hand person" that "were to lead a team and strategize for you on how to get your product or service to market," CEOs of small businesses may find the answer to growing the business faster, rather than hiring  an assistant, manager or salesperson.

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Why online advertising will get easier for publishers (and why it won't)

Why online advertising will get easier for publishers (and why it won't) | Advertising, I say | Scoop.it
The process of selling digital ads is notoriously complicated and involves a lengthy list of competing companies and technologies. A recent ad tech conference explored if things will ever change – here’s some highlights.
Karen Goldfarb Copywriter's insight:

Summary: the industry's fragmentation ain't going away any time soon.

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How To: Successful B2B Pinterest Marketing | Business 2 Community

How To: Successful B2B Pinterest Marketing | Business 2 Community | Advertising, I say | Scoop.it
Pinterest is a great tool for consumer-driven companies to promote themselves. With so many unique features that have the potential to make a simple image go
Karen Goldfarb Copywriter's insight:

Technically, my own business as a freelance copywriter is B2B, so I'm always on the lookout for useful tips for myself and my clients. My overall recommendation is a) get as visual as possible. Picture, thousand words, etc. So I like their suggestion to pin an image of your products or services to Pinterest. And to make videos out of your webinars or presentations. And b) hire a pro if you do decide to do videos. The secret is is in the editing and a pro editor makes all the difference.

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