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The Best Advertising Comes in Truth
October 30th, 2009 by Stu Haack |
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The days of product puffery are over. I think it’s because we’ve all developed a pessimistic and sarcastic outlook towards the world in order to shield us all from looking happy-go-lucky, and thus, stupid. These days, telling everyone why your product “glistens and sparkles” prettier than the other guy’s just doesn’t reach the core of consumers like it used to.
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FTC Trims 'Results Not Typical' From Ads
October 29th, 2009 by Tommy Liu |
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We've seen the ads of diet plans, workout equipment, regimens, and a slew of other lose-weight-and-look-great supplements. These ads have two things in common: attractive actors/models with desirable physiques and fine print that reads "results not typical."
Earlier this month, the Federal Trade Commission issued a new set of guidelines to remove the ubiquitous phrase "results not typical" from all advertisements. Advertisers now have one of two options:
1) Reveal that a spokesperson lost weight (or inches) by working out regularly, eating a balanced diet, and using their product.
2) Reveal that despite the significant amount of weight the spokesperson lost, the average person will lose far less using their product. Endorsers such as Valerie Bertinelli, Kirstie Alley, Dan Marino and others may not be too pleased with this ruling as they can now be out of a job. However, this is a win for consumers, as advertisements are forced to be more truthful, putting the consumers' weight-loss goals in realistic perspectives. I'm just glad the FTC regulated the phrase and not the hard-bodied models. No one would win in that scenario.
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The Swinging Pendulum of the Advertising Jingle
October 28th, 2009 by Stu Haack |
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Advertising jingles are something that we all love to hate . . . but secretly hate to love. We hum them at bus stops and sing them in the shower. And sometimes (when done correctly), we even associate the correct brand with the right emotion every time we begin into that tune of “Ba duh da da da, I’m lovin’ it.”
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Measuring Ad Success in Eight Days or Less
October 27th, 2009 by Jeff Louis |
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The recession has either changed the way advertisers do business or has forced us to reevaluate the ways in which we do business. The focus has shifted to the effectiveness and efficiency of an ad campaign rather than stressing the campaign or ad variables such as reach and effective frequency.
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White House Attacks Fox News
October 25th, 2009 by Jeff Louis |
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It must be slow in the Capital these days; it seems that although our world is going crazy, the president and his staff have taken time out to wage a media attack on Fox News, making the rounds on all the Sunday morning talk shows, with one glaring exception: Fox.
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