- 09May2018
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DOING ADVERTISING THAT KEEPS WORKING
Advertising should work and be seen to work. And the longer it works, the better. This speaks to the need for strategy or at least an optimal blend of strategy and tactics. While individual executions need to be refreshed, what the brand stands for needs to stand the test of time. Here are some insights that have guided us through the years: What are we actually selling ?: Here we focus, not on product/service attributes but on the benefits that flow from those attributes. As the analogy goes, d... Read more
To first-time advertisers, advertising might prove to be a hardsell. That, or they might harbour unreasonably high expectations. Fact is, first-time advertising clients need to be held by the hand throughout the journey. And there is the right way and the wrong way. Which is to say that there is no one-size-fits-all method, but a few broad guidelines might help: Value vs. Cost: Understandably, the first-time advertiser has no idea how much things cost, and they can only appreciate the value of t... Read more