I received this email a couple of days ago:
Hi Mr. Rossie,
I’m a grad student and I’m doing some research. Can I have your opinion?
1. Which type of advertising – TV or Internet – is best at influencing consumer buying behavior?
2. Is there a difference in the motivational factors between TV and Internet advertising?
My first thought was: Why the emphasis on advertising? Why not inbound marketing? So I replied: Continue reading
Piggybacking on the Dali Lama didn't work
Sometimes when you’re trying to figure out what to talk about in your marketing communications, the temptation to “borrow interest” from a totally unrelated topic is too hard to pass up.
Maybe because it’s relatively easy to borrow interest from something or someone who is well-known. And relatively hard to perform the real work that’s often required to communicate real value.
But think twice before using someone else’s fame, reputation or notoriety to get attention for yourself. It can backfire. Continue reading
It’s bad when an agency creative team judges its success on the quality of their restaurant reservations, rather than the commercials they produce. Continue reading
Can an old copywriter learn new tricks? One way or another, I’m going to apply what I know about traditional marketing to the fast-changing world of online marketing. Continue reading
Joseph Dumont writes a great piece at imediaconnection.com on how interactive is displacing traditional advertising. But in pushing his argument a little too far, he also unintentionally makes a good case for truly great broadcast creative, versus the less compelling kind. Continue reading