Advertising, I say
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Advertising, I say
A writer's eye-view of the ad biz and more
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Artist Meets Aviation Engineer in Miyazaki's "The Wind Rises"

Artist Meets Aviation Engineer in Miyazaki's "The Wind Rises" | Advertising, I say | Scoop.it
Something in the Air: Hayao Miyazaki's long-awaited "The Wind Rises"by Graham FullerPublished:...
Karen Goldfarb Copywriter's insight:

The first full-length film directed by Hayao Miyazaki since 2008’s “Ponyo” opens in Japan on July 20. Given that it's a part-imaginary biopic of the aircraft engineer Jiro Horikoshi, who designed the Mitsubishi A6M Reisen Zero that did such damage during the attack on Pearl Harbor, I wonder if there are any plans to release a US version. They say that the film won't glorifyJapanese pilots, but will instead "explore the sources of Horikoshi’s inspiration and his troubled conscience as an inventor of a machine used for death and destruction." It's a universal theme for any inventor whose inventions are used as weapons. 

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Immune To Advertising? I Think Not

Immune To Advertising? I Think Not | Advertising, I say | Scoop.it
I vividly remember the first question my marketing tutor asked my class last year. He said it in a friendly tone, as if it were just to make conversation and ease us back into the learning process ...
Karen Goldfarb Copywriter's insight:

I love the idea that students of advertising thought themselves immune, and the one who didn't wanted to be the manipulator instead of being manipulated. We are all subject to influence. Otherwise, why ever purchase anything other than the most basic food, clothing and medical supplies?

 

After the class came around in its final session, the same smart student remarked "Everyone is capable of being influenced, and the best way to work out how is to start with yourself, after all if you’re not influenced by your own work why would anyone else be?" That's definitely a better way to think about your work in advertising than walking around, believing what you're doing is evil. 

 

Me, I'm glad we have savvier audiences watching what we do, being totally aware they're being sold to. Hopefully, in some ways, it makes us more honest marketers--at least, more honest about our own propensity to be marketed to.

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Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity

Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity | Advertising, I say | Scoop.it
top marketers from victoria's secret, domino's pizza, visa and toyota weigh in on the roi of creativity and what creative marketers they admire.
Karen Goldfarb Copywriter's insight:

Great answer on assigning ROI to creativity from Kurt Kane, Chief Marketing Officer at Pizza Hut: You can’t rely on traditional metrics to measure this...you see it across..all of your consumer touchpoints. In other words, it’s not one metric--it’s every metric.

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Litmus's curator insight, June 18, 2013 4:07 AM

Thanks for sharing this article. It helps to entrepreneur of how to evolve new innovative ideas from employees.

cordelia stewart's curator insight, August 19, 2014 7:27 AM

How managers are infusing creativity within their businesses to make them succesful, not only from a marketing perspective but throughout the whole enterprise.

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This Is the Perfect Pinterest Picture, According to Science | Wired Business | Wired.com

This Is the Perfect Pinterest Picture, According to Science | Wired Business | Wired.com | Advertising, I say | Scoop.it
It turns out the most popular Pinterest pictures have no faces in there. That and five other Pinterest photo secrets have been gleaned from a massive database of user activity.
Karen Goldfarb Copywriter's insight:

Interesting that no human faces scores better since we think that faces matter so much. Also of note: portrait style orientation and 50% color saturation. 

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Copywriting is Interface Design

Karen Goldfarb Copywriter's insight:

Text is our interface in the world of the web (at least, for now). When you're writing your interface, always put yourself in the shoes of the person who's reading your interface. What do they need to know? How you can explain it succinctly and clearly? Treat copywriting with great care, because good writing is the key to getting your audience to understand your point of view, and take the actions you want them to take.

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4 Ways to Find Your Brand’s Voice

4 Ways to Find Your Brand’s Voice | Advertising, I say | Scoop.it
Ready to start marketing your new company, product or brand? Before you create a blog, draft content for your brand-spanking-new website or start tweeting, first define your “br...
Karen Goldfarb Copywriter's insight:

Best thing about this article was revisiting Popchips' branding. They do a lovely job with the copywriting and such. Of course, it helps to have a fun product like healthier potato chips and the word "pop" in the name so you can tap everything from pop culture to popular topics like women's health.

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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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Never promise a story & then don't --what most businesses do

Never promise a story & then don't --what most businesses do | Advertising, I say | Scoop.it

“After summiting a mountain in Alaska, our founders realized life is too big to dream small. So they started a company that would go to any length to create a rich coffee experience that…”

Blah blah blah. Not okay. You lost me.


Via Karen Dietz
Karen Goldfarb Copywriter's insight:

This article does an excellent job of differentiating what's a story vs. what's a marketing piece. Don't be vague and say something any other brand in your category can say and slap their logo on. Tell YOUR story. The one NO OTHER BRAND can tell.

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Karen Dietz's comment, June 24, 2013 2:51 PM
I love what you have shared Andrea! Yes, you and your brand via your storytelling is unique :)
Karen Dietz's comment, June 24, 2013 2:52 PM
Right on Karen - I so appreciate your comment and advice!
Karen Goldfarb Copywriter's comment, June 24, 2013 3:50 PM
Yes, all excellent.
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15 Hilarious Technology Ads From the 1980s

15 Hilarious Technology Ads From the 1980s | Advertising, I say | Scoop.it
In these vintage tech ads, the computers and gadgets are way larger and clunkier, the text's a straight-up cheese-fest, and the graphics are so totally '80s.

Via k3hamilton
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A Technique to Bridge the Gap Between Marketing and IT

A Technique to Bridge the Gap Between Marketing and IT | Advertising, I say | Scoop.it
Scrum methodology can help bridge this classic cross-functional breakdown.
Karen Goldfarb Copywriter's insight:

Netherlands bank ING is enabling marketing and IT to work more closely via cross-functional collaboration using "Agile Scrum." Author Brad Power says

"As I described in a previous post, ING's IT organization has been transitioning from the traditional development approach of (1) define functional requirements, then (2) design, then (3) build (the "waterfall" approach) to making quick, small changes to systems ("Agile Scrum")."

 

I've seen agile marketing firsthand as I have clients in the app development and gamification realms who use it when we work together. It can be effective. It can also result in a "take the ball and run with it" approach in which some team members can't/don't/aren't in a position to keep up. That's not necessarily a bad thing as long as the marketing goal is reached.

 

Also, agile marketing isn't necessarily a time saver, as time that would be spent during longer strategy development can be moved into frequent and ongoing development and revision cycles upfront. Again, not necessarily a bad thing. 

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The Romantic Advantage: Why the US Beats China for Branding

The Romantic Advantage: Why the US Beats China for Branding | Advertising, I say | Scoop.it
China may be the world’s second-largest economy, but when it comes to branding, the United States still wins.
Karen Goldfarb Copywriter's insight:

94% of Americans cannot name even a single brand from China, the world's second-largest economy. Why not? This article goes into details about the impact that China's culture has in thwarting its branding efforts. My first reaction was, of course. Branding is about innovation, invention and reinvention. In a country where individuals are discouraged from freely expressing themselves--and even more so, encouraged to adopt personas that their government wants them to have--it's hard to imagine how one would be able to create a brand that goes beyond party lines. 

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2013 Marketing Buzzwords

2013 Marketing Buzzwords | Advertising, I say | Scoop.it

The folks at Mashable have put together this infographic on 30 days of Marketing Buzzwords. As a guy who can’t stand marketing speak, I always appreciate when we take a good look at marketing BS. I’ll be honest, though, and admit that I think this infographic just may be full of it.

 

Terms like agile marketing, infographic and gamification aren’t marketing buzzwords, they’re actual terms that every marketer needs to fully understand. And my biggest problem is with the term Return on Investment being listed as a buzzword. ROI isn’t a buzzword… it’s an absolute necessity. We continue to see agencies and businesses that aren’t monitoring their return on investment fail. And when their ROI fails, it kills their business – not just their marketing.

 

Some of the other terms are buzzworthy, but still not that bad. I like the term snackable content… we often refer to minigraphics – infographics that are very focused on a single piece of data rather than the entire story. Snackable content sounds a bit better and points to the behavior of how they are consumed. Value propositions and KPIs may also be buzzwords but are important as marketers are focusing their message and measuring the results.


Via InsideDigital.org
Karen Goldfarb Copywriter's insight:

Eh, they're still marketing buzzwords because so many of them get so overused that they start to lose meaning almost the moment after they're coined. 

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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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