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Ads Too Fearful, Too Real, Get Few Fans
August 28th, 2014 by Dwayne W. Waite Jr.
Consumers like to be entertained. They like to be scared, too, as long as the program they are watching provides an escape for the troubled character. Though consumers will not stray away from sticky situations, almost all of them will readily prefer happy endings. When an ad does not provide that happy ending, consumers shun the message.

All the Top Companies are Hiring: Don't Pay for a Job
August 28th, 2014 by Brian Keller
Job seeking seems to be a theme that’s been explored a number of times. I think that we need to go into it one more time; it’s for the good of humanity. Beyond Madison Avenue is a site directly connected to Talent Zoo, which is a talent and recruitment website and not a paid search firm. This column is not an endorsement of Talent Zoo nor is it a call for anyone to use Talent Zoo.
Meet Dr. Franken-Copy
August 27th, 2014 by Jerry Northup
When writers lift information from different sources, but do little else other than to narrowly avoid plagiarism, what you get is an odd “Franken-Copy” structure where the stitches are plain to see in poorly reproduced and terribly misaligned language. Reading this “new” creation, you can practically see the misshapen words slowly stumble forward like zombies. This kind of writing is frighteningly real, appearing on a disturbingly more frequent basis. But take heart; copy of this being is most certainly NOT alive. What you re-write through will make you stronger. Just because an individual knows a subject inside and out does not mean they know how to write about it.
Does E-Cig Advertising Even Matter?
August 27th, 2014 by Dwayne W. Waite Jr.
The shift away from smoking in the United States has been a hard-fought battle. Think of a habit that once had its grip on the American public, and now has been beaten back away from public areas, indoors, and nearly every communal gathering. What used to be the "cool" thing to do is the "gross" thing to do. How amazing is a shift in norms? But then came e-cigs and smokeless tobacco. Smokeless tobacco is nothing new, but with smokers losing the war on smoking and being able to still hang out with friends...
Biz Dev is Tough Stuff for Agencies
August 26th, 2014 by Dwayne W. Waite Jr.
Though many sources are saying that the advertising industry is heating up, the game field is warming up for only a few of players. The group responsible for drumming up business for agencies, the business development team, has sure seen better days than the past seven years. Yes, pressure has been greater on only a few more positions than the bizdev team. A report came out by RSW/US that the business development divisions in agencies...
Who Says How Much Copy is Worth?
August 25th, 2014 by Jerry Northup
There is a legitimately high stock value afforded to professionals who have an uncommon ability to speak well. More tellingly, the best in the business make it look easy — something that earns them respect — even though speaking is a common skill. Not necessarily so with the job of a writer. Since everyone can also write, many analyze text that looks and reads easily as easy to create. Compounding the problem is an increasing sense that composing an article of around 500 words should happen about as quickly as it takes to type 500 words. I hope you hear the opening bell that I’m trying to ring.
Of Rebranding
August 25th, 2014 by Dwayne W. Waite Jr.
There are two rules of advertising that we like to follow:
1. Do No Harm
2. Stay Consistent
But sometimes you have to break your own rules. We remember the rules of writing that Orson Welles presented to the creative community, and his final rule was to break all other rules when necessary. When it comes to saving a good or service, sometimes brands must do what they need to do.
Study Shows that Families Eat What Mom Eats
August 22nd, 2014 by Dwayne W. Waite Jr.
As communicators, we cannot succeed with our message unless it resonates with our audience. We all know that. A teen won't understand the burden of a mortgage, and an adult man won't understand the importance of the perfect dress for prom. So why, then, are marketers having such a difficult time pinning down the right message for Mom?
A Body of Work
August 22nd, 2014 by Jerry Northup
Your work as a writer can’t be judged until you can get people to read it. Sometimes, the right picture can do the trick. The thing is that for writers, we deal in words. And words do not speak for a thousand pictures. While it’s true that “every picture tells a story,” effective written commentary is intrinsic to the effectiveness of whatever story you’re telling, whether it is to consumers or between businesses. The copywriter acts as an intermediary, and over time, your efforts should result in a body of work that’s uniquely personal and worth closer examination. Copy is also a snapshot in time. The evolution in style, phrasing, and sentence structure is a natural process in the development...
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