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Category Archives: Positioning
Advertising to Make You Smile
Over the past few years the guys at Howard Hughes Appliance, TV, and Sleep Shop have used their radio advertising on April 1st to feature imaginative new products or uses for existing products, invented solely to give listeners a little chuckle. … Continue reading
Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Consumer behavior, Copy, Copywriting, Positioning, Promotions, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Storytelling, Uncategorized
Tagged appliance, April 1, April Fool, Commercial, creativity, Howard Hughes, humor, imagination, Radio, television
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Effective Advertising and the Law of Exclusion
Your business is defined principally by what-you-sell or what-you-do. Are these the only things you talk about in your advertising? May I suggest that you are also defined by what you won’t do or sell, by what you exclude. The principle … Continue reading
Advertising and the Two Gateways to the Brain
Which is more powerful, the eye or the ear? If you could keep just one of these two senses, which would you choose? Strange questions to ask, but stay with me for a moment. We don’t give much thought to our … Continue reading
Posted in Advertising (General), Branding, Business, Communication, Consistency, Consumer behavior, Copy, Copywriting, Demonstration (demo) tapes, information overload, Jingles, Magazine, Newspaper, Positioning, Print, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling
Tagged Advertising, comprehension, ear, eye, memory, mind, Radio, retention, Ries, speech, Trout
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Penetrating the Consumer Brain
The goal of all advertising is simply to penetrate the human brain*, the seat of all our thoughts, emotions, and choices. My goal as an advertising professional – and yours as a business owner – is to make your company the … Continue reading
Posted in Advertising (General), Branding, Business, Communication, Copy, Copywriting, Internet, Magazine, Management, Newspaper, Positioning, Print, Problem-solving, Professional Services Advertising, Promotions, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling
Tagged ad, Advertising, automobile, branding, conversation, import, Radio, Realtor, Service
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Fishy Business: “Stop Running That Ad!”
The customer was obviously upset. She complained to the supermarket owner: I was listening to news talk 1150 and heard your advertisement for “Fresh Atlantic Salmon”. I just wanted to let you know you are pushing a product that almost … Continue reading
Posted in Advertising (General), Awards, Branding, Business, Communication, Consumer behavior, Copy, Copywriting, life lessons, Management, Positioning, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Shop Local, Storytelling, Uncategorized
Tagged Advertising, branding, complaint, fish, grocery, Radio, salmon, seafood, supermarket
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On Selling Soap (Meet My New Friend, Duke Cannon)
I made a new friend this past Christmas, thanks to my wife. His name is Duke Cannon. Duke sells soap, about which we’ll talk more in just a bit. Did you know that Soap-selling has a storied history? Andrew Pears (b. … Continue reading
Posted in Advertising (General), Branding, Business, Communication, Consumer behavior, Copy, Copywriting, Internet, Jingles, life lessons, Madison Avenue, Magazine, Newspaper, Positioning, Problem-solving, Productivity, Radio Advertising, Sales, Slogans and taglines, Storytelling, Uncategorized
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“If I don’t go, I don’t get”
After an extensive Internet search, I’ve concluded that I may be in possession of the only extant copy of the Warner & Swasey Company’s remarkable collection of American Business Ads, published 40 years ago under the title: “1776-1976 What has … Continue reading
Posted in Advertising (General), Branding, Business, Communication, life lessons, Magazine, Management, Newspaper, Positioning, Print, Productivity, Sales, Sales & Marketing, Slogans and taglines, Storytelling, Uncategorized
Tagged branding, corporate branding, free enterprise, hard work, honest labor, I don't get, If I don't go, magazine ad, newspaper ad, responsible management, Warner & Swasey
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Expert Use of Radio Advertising by LASIK and Cataract Surgery Specialist – Another Radio Advertising Success Story
As radio advertising professionals, our job is to help businesses tell their stories in a way that engages the listener’s imagination. This is because the ultimate destination of any advertising message is the consumer’s brain, where judgments are made about … Continue reading
Posted in Advertising (General), Branding, Business, Client-voiced commercials, Communication, Consistency, Copy, Copywriting, Ogilvy, Positioning, Problem-solving, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales, Sales & Marketing, Slogans and taglines, Storytelling
Tagged Advertising, Commercial, eye, Lasik, lens, Ogilvy, Radio, RESTOR, story, Storytelling, testimonial, testimonials, vision
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“If I Don’t Go, I Don’t Get”
“If I Don’t Go, I Don’t Get” This ad was written in 1975 for The Warner & Swasey Company of Cleveland, Ohio, manufacturer of heavy industrial equipment and machinery, the latest installment (at that time) in a series of 1000 … Continue reading
Posted in Advertising (General), Branding, Business, Communication, Copy, Copywriting, life lessons, Magazine, Management, Newspaper, Positioning, Print, Storytelling, Uncategorized
Tagged Advertising, branding, corporate, positioning, Storytelling, Swasey, values, Warner
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Dazzling Them With Brilliance in Moscow, ID
You can’t drive by this thing without noticing it. And that, of course, was the whole idea: make it BIG, COLORFUL, and IN YOUR FACE!! The first time I saw it, I thought, “WOW! Brilliant marketing, Tri-State!!” Each side of … Continue reading
Posted in Advertising (General), Billboard, Business, Communication, Copy, graphic design, information overload, Magazine, Newspaper, Positioning, Print, Promotions, Proofreading, Radio Advertising, Sales, Sales & Marketing, Shop Local, Sign, Slogans and taglines, Uncategorized
Tagged Advertising, driving, electronic, Idaho, magazine, marketing, media, Moscow, Newspaper, ordinance, print, readerboard, sign, texting, Tri-State
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GRACE BROADCAST SALES – Sound Ideas for Building Business! (sm)
Radio Sales Café – Networking for Radio Advertising Sales Professionals
Rod Schwartz's radio advertising blog 