General Foods maintained a large testing kennel in Kankakee, Illinois. It was close to their dog food manufacturing plant. During the 70s when I worked on their dog food advertising, they had a very successful dog food business. GF sold dry food: Gaines Meal and Gravy Train both dry; semi-moist foods: Gaines-Burgers (in several flavours),… Read More: The Lonely Pea Dog »
You can be successful, and still fail. All it takes is a change in market conditions. We were rewarded for excellent work with P&G on Ariel and Camay in Venezuela by receiving the assignment for the launch of Pampers. There was virtually no competition except old fashioned cloth diapers. How could we miss? Pampers had… Read More: The Successful Failure of Pampers »
Many times clients have asked us to change fonts, change colour shades, change layouts, even highlight lines. Small adjustments get deemed important. After discussion they become more and more important as people entrench themselves in a position. It allows people to think they have made some impact on a project. We had some devious techniques… Read More: Narcissism of Small Differences »
Box stores like Costco, Sam’s Club and BJ’s have expanded dramatically in the past twenty and more years. At these stores, customers buy in bulk and gain savings over regular retail stores through volume discounts. This provides a huge advantage to customers who have the financial ability to load up and have the space at… Read More: Costco Pantry Loading? Here’s an Advertising Solution »
A print ad looks simple at the end but that’s just the tip of the iceberg. When you go deeper, a lot of work and thinking goes into it. A lot of this is touched on in Overcome AD-verity but here is an example of a specific print ad.
Back before social media, getting an overnight announcement was very challenging, especially if you wanted to limit who got it. Easy to do now with an email blast, a tweet or a social media post. Not so then. Steelcase, one of the world’s leading manufacturers of office furniture, needed to rejuvenate its Canadian operation and… Read More: When the Dodgers Won the Day »
In this season of awards – no wait! … awards always seem to be in season. Doesn’t having so many awards for so many different things dilute the value of any award? We are just getting through Nobel Season. Soon it will be time for Oscars, Golden Globes, BAFTAs, Emmies, Grammies, Junos, ESPys and on… Read More: Nobel Prize Award Winning Book! »
How do you decide whether to believe a message or not? As reviewed in Chapter Four of Overcome AD-versity, there are three basic components to judging a message to be credible. The receiver of the message assesses the source’s expertise, trustworthiness and motivation. To do so, you have to read between the lines and read… Read More: Credibility Is the Sum of Many Small Cues »
It is true that you have to have enough money to produce the desired commercial well. But how much is enough? We are often asked how much of the budget should be spent on production versus media. There is no simple answer but there are some clear guidelines. The cost of production is the overhead… Read More: Our Ad Cost a Lot, So It Should Be Effective »
In the time of mass media, the cost of entry was very high. To make a TV commercial could cost thousands, even hundreds of thousands of dollars. Airing on network TV was also prohibitive, even if you already had a commercial. This meant two major things: marketers had to take time and be careful what… Read More: Has the Inexpensive Entry Price Dumbed Down Ad Creative? »