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Michael Jackson helped me write this

November 16, 2010

I’ve been asked by clients to “create a viral ad” as part of their communication strategy.  I am certain many creatives can attest to similar requests. NBC’s Today Show are now inviting its viewers to access Today’s pre-approved posted clips and to create a viral advertisement for its program. But, I ask, in this case is the process not the viral component? In other words, by allowing viewers to be part of the Today Show and attempting this task, it would instill viewer excitement and in turn empower the viewer who would most likely share their excitement with a friend. This in itself is the viral communication — word-of-mouth advertising. The process thereby becomes the vehicle and the completed entry just the bi-product. A great example of the “tale” wagging the dog.



November 4, 2010

A little bit of a tongue twister but the result is engaging and memorable communication. It’s what makes a media campaign move the needle. It emotionally stimulates and most often, creates a word- of-mouth campaign or in 21st century speak — a viral result. What is it? Let me show you. A Paraprosdokian is a figure of speech in which the latter part of a sentence or phrase is surprising or unexpected in a way that causes the reader or listener to re-frame or re-interpret the first part.

It is frequently used for humorous or dramatic effect, sometimes producing an anticlimax. Hmmm… “Let me ‘splain” it with a few examples:

* Do not argue with an idiot. He will drag you down to his level and beat you with experience.
* To steal ideas from one person is plagiarism. To steal from many is research. or
* I want to die peacefully in my sleep, like my grandfather. Not screaming and yelling like the passengers in his car.

We find it being used throughout the ad world. Mrs. Mac’s employs the philosophy in this TV spot for its Meat Pies.

But I am stumped. Why do people believe you when you say there are four billion stars but check when you say the paint is wet?


Where Does Branding Start?

May 5, 2009

From my experience, Branding usually starts from the top down. It’s the old adage, “the fish stinks from the head”. I received this clip from a friend the other day and asked how Southwest Airlines manages to filter down its Branding communications so well to its staff. Smells great from here.

What’s Good For Terrorism Is Better For Us

May 1, 2009

military-facebookAfter condemning them as potential tools for terrorism just six months ago, the US Army is now using Twitter and Facebook to pursue new recruits. Tomorrow’s soldiers “live in the virtual world,” observed Lt. Gen. Benjamin Freakley (via Newsday), citing Facebook as key to speaking to 18- to 24-year-olds.
Read more…

Paris Hilton Is Not Worried

April 30, 2009

Paris believes she is immune because she “does not eat that”.

Now Winnie The Pooh has something to say about Swine Flu. A possible pandemic is not funny, but it is interesting to note how information overload does not always make us more aware.

If The Pig Sneezes, It Woks.

Online Ad Value — Measurement Beyond the Click

April 29, 2009

Online ad success measurement is more than just measuring click-through metrics and measuring “eyeballs”.  It’s ultimately about measuring real “impressions” after an ad has been seen.

Once an ad is posted it takes on a life of its own.

Sometimes, impressions entice click-through.  Sometimes, it generates a direct “buy”.  Sometimes, a user will store a personal reminder in their memory to recall that brand at a later time when ready to make a purchase consideration.  Sometimes, that user will emotionally bond with that ad so much they will share it with friends and followers on their social media profiles, telling friends who tell their friends and so on down the line. Hence, the Viral Effect.

What impression are you trying to make with your ad and how are you measuring that ad’s impact and value?

Scott Hoffman — a CMO, social media maven and blogger on advertising — wrote this article a few days ago in MediaPost:

The worst-kept secret in online advertising is that click-through metrics only measure a fraction of the “transactional” value of an ad campaign. The assumption in measuring clicks is that a click equals interest, but we know that ads generate long lasting awareness and interest even if an ad never gets a single click. In the history of online advertising, there has never been so many technology resources to track these metrics and make us smarter marketers. Read more…

Wake Up And Smell The Coffee!

April 29, 2009

Communication has not changed much over the decades.

Here’s an ad for Chase and Sanborn Coffee from the ’60s.

Followed by a 21st century entry from Mercedes.


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