Advertising
« Previous Entries“Scientific Advertising In The 21st Century” - Part 14 “Getting Distribution”
Thursday, November 20th, 2008Chapter 14 of the Claude Hopkins copywriting classic “Scientific Advertising” is all about getting the product to the customer – “Getting Distribution”.
Now, for the classic direct response marketer or someone doing business on the internet, this subject may seem of little or no interest.
But there are 2 reasons why this may be useful…
“Scientific Advertising In The 21st Century” - Part 13 “Use of Samples”
Saturday, November 15th, 2008This next chapter, “Use Of Samples” in the copywriting classic “Scientific Advertising” by Claude Hopkins is one that I’ve always found particularly interesting.
Hopkins was one of the pioneers in this area and the insights he gained are still relevant today.
Unfortunately, all too many marketers either are unaware of these insights or choose to ignore them. [...]
More About Copywriting Legend Rosser Reeves
Tuesday, November 11th, 2008In a previous post (“Attention Copywriters - Differentiate Or Die”) I mentioned legendary copywriter and ad-man Rosser Reeves. Here’s a little more about the man.
Reeves was a disciple of the Claude Hopkins / John E. Kennedy school of advertising and was an advocate of what was known as the “Hard Sell” approach to advertising.
He spent [...]
“Scientific Advertising In The 21st Century” - Part 12 “Strategy”
Sunday, November 9th, 2008Welcome back to this series of articles discussing the copywriting classic “Scientific Advertising” by Claude Hopkins.
Chapter 12 deals with the topic of “Strategy”.
Hopkins clearly saw business and marketing as a highly competitive endeavour…
Attention Tourism Australia…Here’s “How To Advertise Foreign Travel”…
Friday, October 24th, 2008…and tourism, in general, for that matter.
Serious copywriters and direct response marketers will be familiar with the classic work of David Ogilvy promoting tourism and foreign travel.
In the the classic “Ogilvy On Advertising” (a must-have for all copywriters and marketers), one chapter is devoted to the subject (titled, no surprise, “How To Advertise Foreign Travel”).
Here’s [...]
Memo To Dell: The “Cool” Position…
Thursday, October 16th, 2008…is taken!
Been meaning to comment about this item for a while and was reminded yesterday when I popped into the city and saw the offending ads once again.
Dell computer has been running some ads down here in Sydney promoting their computers as being cool, hip and stylish (the theme seems to be the somewhat lame [...]
Some Schadenfreude Over Bank Advertising
Tuesday, October 7th, 2008I’ve mercilessly poked fun at bank advertising in the past, so it was with some glee that I came across this article in “The Economist” (“Bank Slogans - Ad Nauseum”).
The tagline “Because They’re Worthless” sets the tone. Who can resist a wry chuckle reading this…
How To Flush $300m Down The Toilet…
Saturday, September 6th, 2008Every now and again a major corporation really raises the bar in ludicrous advertising.
And Microsoft has just stepped up and probably just flushed $300m down the toilet with it’s new advertising campaign (“Bill Gates And Seinfeld In Bizarre $300m Ad Campaign For Microsoft”).
Briefly, the ad shows Jerry Seinfeld running into Bill Gates in a discount [...]
“Scientific Advertising In The 21st Century” - Part 9 “Art In Advertising”
Sunday, August 24th, 2008In this next part of this series “Scientific Advertising In The 21st Century”, legendary copywriter Claude Hopkins turns his attention to the use of art in advertising.
Not surprisingly, his key criterion is whether or not including a picture will help the sale and improve results. Hopkins observed…
“Pictures in advertising are very expensive. Not in the [...]
“Scientific Advertising In The 21st Century” - Part 8 “Tell Your Full Story”
Thursday, August 7th, 2008Welcome to the next part in my series “Scientific Advertising In The 21st Century”.
In chapter 8 of his classic book, Claude Hopkins deals with what might be described as the “long copy” versus “short copy” issue. His conclusion…
“There is no fixed rule on the subject of brevity. One sentence may tell a complete story on [...]