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CATEGORY: Advertising
An Ode to Wordsmiths
August 27th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
We enjoy knowing that sometimes it is not what is being said that is the important thing, but how it is being said. It is incredible to see that words have so much impact on how consumers perceive certain topics. For example: While we were in college, we were a member of an organization that helped to build community amongst the living areas around campus. We were instructed that the places that our students lived were not "dormitories" but "residence halls." The different parts of the campus were not simply buildings, but designated "areas." The goal was to make sure that the first-year experience for the school was a good one. Our alma mater had research that proved...

Why is WPP Spooked Despite Rising Profits?
August 26th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
The marketing and advertising landscape is still trying to figure itself out. The business scene, with Corporate America and Wall Street, is not doing it any favors. With investors scared about what is going on in the Asian markets and clueless about what is going through the heads of the Chinese government...
What If We Sold Bed Linens Like We Sell Video Games?
August 25th, 2015 by Mona Sabbah on Beyond Madison Avenue
Time and time again, especially in the ad world, we are given or actually give the advice "Think outside the box." In other words: Be creative, be different, be daring. Yet even in our industry, we still follow certain rules. There’s a particular way to sell specific products, and we rarely step outside that box. Take, for example, makeup. Typically there’s a cover model involved, a product shot, a fancy headline that doesn’t say much, and an overall shine to the ad.
How Ads Can Capitalize on Consumers' Poor Thinking
August 25th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
How interesting is it to discover that some human behaviors occur commonly amongst us regardless of intellect, social status, race, or other demographic indicators? In several instances, humans can simply act like humans — completely irrational, yet confident in their ultimate decision. Truly, we are fascinating creatures. As we have mentioned time and again throughout our happy years here at Talent Zoo and Beyond Madison Avenue, we love diving into the human psyche and discussing...
What to Look For in Political Ads
August 24th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
The U.S. political season is well underway, and things are just starting to heat up. With nearly two dozen GOP candidates flooding the field, and a timid field of Democratic candidates falling in step with the Clinton Machine, it will be interesting to see what kind of political ads will begin to surface once things start to shake out. It makes sense that we haven't yet seen an onslaught of political ads. It's still too early, and the crowd is still too crowded.
Open Mind for Campaigns That Shine
August 21st, 2015 by Cameron Kirkwood on Beyond Madison Avenue
I was reading ‘The Sweet Spot’ over for inspiration earlier today. I highly suggest to anyone in the industry who hasn’t read it yet to do so; although there are hundreds of thought-provoking insights to choose from, there is one today that stood out to me in particular. “Too often do we ask consumers what they think only when we’re trying to prove an idea we’re already committed to.” It’s something that I believe is reflective of a reality that happens way too often. Half the problem lies within human nature to protect one’s baby...
Of Pitchers and AdMen
August 21st, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
In baseball, it is generally known that pitchers are not the best hitters. Players, fans, and sport commentators accept that fact. The reason being is that the pitcher is rarely called on to hit in crucial moments. The team pitcher was not recruited to the team based on his slugging percentage. No, the pitcher joined the team because of his specific skill. To pitch, obviously. Reasonably so, the sports world has been buzzing...
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