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	<title>Calexis &#187; Advertising</title>
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	<link>http://calexis.com/blog</link>
	<description>Advertising and Marketing Counsel Blog</description>
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		<title>How To Evaluate Advertising Creative</title>
		<link>http://calexis.com/blog/2011/03/03/how-to-evaluate-advertising-creative/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=how-to-evaluate-advertising-creative</link>
		<comments>http://calexis.com/blog/2011/03/03/how-to-evaluate-advertising-creative/#comments</comments>
		<pubDate>Thu, 03 Mar 2011 14:36:16 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Business]]></category>
		<category><![CDATA[ads]]></category>
		<category><![CDATA[advertising copy]]></category>
		<category><![CDATA[adverts]]></category>
		<category><![CDATA[copy assessment]]></category>
		<category><![CDATA[effective advertising]]></category>
		<category><![CDATA[evaluating ads]]></category>
		<category><![CDATA[good advertising]]></category>
		<category><![CDATA[judging creative]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=1450</guid>
		<description><![CDATA[What are the secrets to assessing a creative presentation when your agency shows you the work?  It is no secret.  It is just a discipline to learn.
I just got back from the presentation of a new ad.  The client did very well.  He knew how to evaluate the presented material and his questions and challenges <a href="http://calexis.com/blog/2011/03/03/how-to-evaluate-advertising-creative/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2011/03/03/how-to-evaluate-advertising-creative/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Pitch-Till-U-Win Marketing</title>
		<link>http://calexis.com/blog/2010/08/05/pitch-till-u-win-marketing/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=pitch-till-u-win-marketing</link>
		<comments>http://calexis.com/blog/2010/08/05/pitch-till-u-win-marketing/#comments</comments>
		<pubDate>Thu, 05 Aug 2010 13:44:14 +0000</pubDate>
		<dc:creator>John</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Business]]></category>
		<category><![CDATA[Life]]></category>
		<category><![CDATA[retail]]></category>
		<category><![CDATA[carnie]]></category>
		<category><![CDATA[game of chance]]></category>
		<category><![CDATA[game of skill]]></category>
		<category><![CDATA[pitch till you win]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=915</guid>
		<description><![CDATA[One of the oldest carnival games in the world is Pitch-Til-U-Win.
“Ya pays your money and takes your chances” trying to throw large rings over prizes attached to wooden pegs.   You always get something for your money but most of the time, what you get isn’t what you were hoping for.
The big prize is on the <a href="http://calexis.com/blog/2010/08/05/pitch-till-u-win-marketing/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2010/08/05/pitch-till-u-win-marketing/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>I Pity the Poor Connoisseur</title>
		<link>http://calexis.com/blog/2010/05/12/i-pity-the-poor-connoisseur/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=i-pity-the-poor-connoisseur</link>
		<comments>http://calexis.com/blog/2010/05/12/i-pity-the-poor-connoisseur/#comments</comments>
		<pubDate>Wed, 12 May 2010 15:49:40 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Life]]></category>
		<category><![CDATA[blink]]></category>
		<category><![CDATA[connoisseur of advertising]]></category>
		<category><![CDATA[connoseur]]></category>
		<category><![CDATA[differentiation]]></category>
		<category><![CDATA[Gladwell]]></category>
		<category><![CDATA[quality]]></category>
		<category><![CDATA[Yankelovich]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=561</guid>
		<description><![CDATA[When I open a middling bottle of red wine, I can enjoy it.  It is wine and it is good.  I am okay with that.
Sure, if I open a bottle of Premier Grand Cru or an old California estate bottled cabernet, I know that they are much better.  But to me, they are not five <a href="http://calexis.com/blog/2010/05/12/i-pity-the-poor-connoisseur/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2010/05/12/i-pity-the-poor-connoisseur/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Commercials That We Don’t Believe</title>
		<link>http://calexis.com/blog/2010/01/20/commercials-that-we-don%e2%80%99t-believe/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=commercials-that-we-don%25e2%2580%2599t-believe</link>
		<comments>http://calexis.com/blog/2010/01/20/commercials-that-we-don%e2%80%99t-believe/#comments</comments>
		<pubDate>Wed, 20 Jan 2010 19:12:41 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Business]]></category>
		<category><![CDATA[Life]]></category>
		<category><![CDATA[Media Criticism]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[athletes]]></category>
		<category><![CDATA[bill cosby]]></category>
		<category><![CDATA[candid advertising]]></category>
		<category><![CDATA[candid interviews]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[demonstrations]]></category>
		<category><![CDATA[expertise]]></category>
		<category><![CDATA[jared]]></category>
		<category><![CDATA[motivation]]></category>
		<category><![CDATA[slice of life advertising]]></category>
		<category><![CDATA[Timex]]></category>
		<category><![CDATA[trustworthiness]]></category>
		<category><![CDATA[weight loss]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=473</guid>
		<description><![CDATA[Which commercials do you believe?  Too few!
Many commercials are produced these days with little thought of suggesting their message is actually believable.
Maybe we gave up trying to make them believable.  But when commercials are more believable, they are more persuasive.
There are three qualities that contribute to believability: expertise, trustworthiness, and motivation.
Just to be clear, let <a href="http://calexis.com/blog/2010/01/20/commercials-that-we-don%e2%80%99t-believe/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2010/01/20/commercials-that-we-don%e2%80%99t-believe/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Price of Everything; The Value of Nothing</title>
		<link>http://calexis.com/blog/2010/01/08/the-price-of-everything-the-value-of-nothing/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=the-price-of-everything-the-value-of-nothing</link>
		<comments>http://calexis.com/blog/2010/01/08/the-price-of-everything-the-value-of-nothing/#comments</comments>
		<pubDate>Sat, 09 Jan 2010 03:57:26 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[creative value]]></category>
		<category><![CDATA[intellectual property]]></category>
		<category><![CDATA[knowledge value]]></category>
		<category><![CDATA[value]]></category>
		<category><![CDATA[x]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=389</guid>
		<description><![CDATA[How many times have people haggled over the price of something?  It is a regular occurrence.  But few are the times when people understand the real value of a thing or service.
In the creative business of advertising it is an on-going problem: It takes an instant sometimes to come up with a brilliant idea that <a href="http://calexis.com/blog/2010/01/08/the-price-of-everything-the-value-of-nothing/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2010/01/08/the-price-of-everything-the-value-of-nothing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Smoking on Madison Avenue</title>
		<link>http://calexis.com/blog/2009/10/09/smoking-on-madison-avenue/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=smoking-on-madison-avenue</link>
		<comments>http://calexis.com/blog/2009/10/09/smoking-on-madison-avenue/#comments</comments>
		<pubDate>Sat, 10 Oct 2009 02:18:31 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Mad Men]]></category>
		<category><![CDATA[Madison Avenue]]></category>
		<category><![CDATA[marijuana]]></category>
		<category><![CDATA[smoking]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=316</guid>
		<description><![CDATA[I am not old enough to have experienced the environment shown on Mad Men, but I worked on Madison Avenue in the 1970s and had quite a lot of interesting experiences.
The smoking and drinking on the TV show put me off, but they reminded me of one funny situation that I encountered while working in <a href="http://calexis.com/blog/2009/10/09/smoking-on-madison-avenue/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2009/10/09/smoking-on-madison-avenue/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Hope versus Experience in Advertising</title>
		<link>http://calexis.com/blog/2009/10/02/hope-versus-experience-in-advertising/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=hope-versus-experience-in-advertising</link>
		<comments>http://calexis.com/blog/2009/10/02/hope-versus-experience-in-advertising/#comments</comments>
		<pubDate>Sat, 03 Oct 2009 01:38:35 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[20somethings]]></category>
		<category><![CDATA[craft of advertising]]></category>
		<category><![CDATA[craftsman]]></category>
		<category><![CDATA[experieced]]></category>
		<category><![CDATA[hope]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=309</guid>
		<description><![CDATA[Advertising always seems to bring the hope out in marketers and clients.  They set goals for their advertising to achieve and then hope, hope, hope that those goals are achieved.
Hope equates to risk.  And advertising should always be about risk.  Advertising is about sticking your neck out to see if everyone notices you.  If they <a href="http://calexis.com/blog/2009/10/02/hope-versus-experience-in-advertising/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2009/10/02/hope-versus-experience-in-advertising/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Expectations and Disappointments</title>
		<link>http://calexis.com/blog/2009/09/29/expectations-and-disappointments/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=expectations-and-disappointments</link>
		<comments>http://calexis.com/blog/2009/09/29/expectations-and-disappointments/#comments</comments>
		<pubDate>Wed, 30 Sep 2009 01:04:15 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[disappointments]]></category>
		<category><![CDATA[drive through]]></category>
		<category><![CDATA[effective learning]]></category>
		<category><![CDATA[expectations]]></category>
		<category><![CDATA[iPhone]]></category>
		<category><![CDATA[iPod]]></category>
		<category><![CDATA[iTouch]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=301</guid>
		<description><![CDATA[Many of the great disappointments in life are when our fantasy or imagined expectation does not match with reality.
More often than not people blame reality not their imagination.  In the battle between expectation and disappointment it is easier to blame the other guy, not the image makers in our brains.
This is a issue that advertising <a href="http://calexis.com/blog/2009/09/29/expectations-and-disappointments/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2009/09/29/expectations-and-disappointments/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Who Said Advertising Was a Contract</title>
		<link>http://calexis.com/blog/2009/09/20/who-said-advertising-was-a-contract/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=who-said-advertising-was-a-contract</link>
		<comments>http://calexis.com/blog/2009/09/20/who-said-advertising-was-a-contract/#comments</comments>
		<pubDate>Mon, 21 Sep 2009 00:14:03 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[advertising agency]]></category>
		<category><![CDATA[advertising should be honest]]></category>
		<category><![CDATA[lawyers]]></category>
		<category><![CDATA[legal]]></category>
		<category><![CDATA[limited vision of law]]></category>
		<category><![CDATA[Mad Men]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=290</guid>
		<description><![CDATA[One of the key problems in the advertising industry is the concept that an ad is a form of expressing a legal contract.  Really?
Somewhere in the days following Mad Men, the idea took hold that a commercial was an offer of a contract so all the legal conditions and disclaimers started to be added.
This was <a href="http://calexis.com/blog/2009/09/20/who-said-advertising-was-a-contract/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2009/09/20/who-said-advertising-was-a-contract/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>With So Many Social Networking Sites, How Do I Pick Which One To Target?</title>
		<link>http://calexis.com/blog/2009/07/24/with-so-many-social-networking-sites-how-do-i-pick-which-one-to-target/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=with-so-many-social-networking-sites-how-do-i-pick-which-one-to-target</link>
		<comments>http://calexis.com/blog/2009/07/24/with-so-many-social-networking-sites-how-do-i-pick-which-one-to-target/#comments</comments>
		<pubDate>Fri, 24 Jul 2009 14:58:18 +0000</pubDate>
		<dc:creator>Luke Hollins</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet]]></category>
		<category><![CDATA[online]]></category>
		<category><![CDATA[social]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=19</guid>
		<description><![CDATA[Just like other media, there are many many choices on the Internet, many media buyers throw their hands up in the air , saying its too fragmented. But there is an opportunity &#8211; in that fragmentation it&#8217;s often very easy to find highly specialized sites and user groups that contain a very specific target, who <a href="http://calexis.com/blog/2009/07/24/with-so-many-social-networking-sites-how-do-i-pick-which-one-to-target/"> <b>...Read the Rest</b></a>]]></description>
		<wfw:commentRss>http://calexis.com/blog/2009/07/24/with-so-many-social-networking-sites-how-do-i-pick-which-one-to-target/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>PART V: Seek Professional Help for Advertising</title>
		<link>http://calexis.com/blog/2009/07/06/part-v-seek-professional-help/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=part-v-seek-professional-help</link>
		<comments>http://calexis.com/blog/2009/07/06/part-v-seek-professional-help/#comments</comments>
		<pubDate>Mon, 06 Jul 2009 19:52:14 +0000</pubDate>
		<dc:creator>Barry Milavsky</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[heart surgery]]></category>
		<category><![CDATA[professionalism]]></category>

		<guid isPermaLink="false">http://calexis.com/blog/?p=133</guid>
		<description><![CDATA[5 Mistakes Advertisers Make
Ever go into a car dealership and ask the sales guy to tune your engine?  You don’t really think that he/she would know how to do it, do you?
Sales people sell cars they don’t provide highly technical engine adjustments.  The dealership has trained mechanics for that.
Everyone has a skill set and certain <a href="http://calexis.com/blog/2009/07/06/part-v-seek-professional-help/"> <b>...Read the Rest</b></a>]]></description>
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		<slash:comments>0</slash:comments>
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