Category Archives: Retail

Why Write Another Book About Creating Advertising?

After  many cocktail parties, I realized that most consumers see advertising and criticize it as if they knew what went in to creating it. They never think about the process, only the end result. When we look at an iceberg, we remark on its beauty without realizing that nine tenths of it are below water.… Read More »

PART I: Running Redundant Redundant Advertising

PART I of V: 5 Advertising Mistakes Retailers Make We have been creating advertising for retailers for years. But we have always wondered why so many retailers insist on repeating someone else’s job. Imagine, people who are notoriously careful with their funds – car dealers who haggle with their manufacturers in a tooth and nail… Read More »

A Case for the Berlitz School of Menu

Hello Berlitz!  Hello Rosetta Stone!  You think we want to speak Mandarin fluently in 30 days – HAH! What we really want to know is the difference between “hashi” and “gohan” in a Japanese restaurant. What is a glass of “palinka”? What the heck is “chupe de camarones”?  Should I order the “murgh cholay” or… Read More »

PART V: Seek Professional Help for Advertising

PART V of V: 5 Advertising Mistakes Retailers 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… Read More »