Marketing basics boiled down to memes.
Advertising copywriters—and especially the lawyers who edit their work—are often masters of appearing to make big p […]
Marketing basics boiled down to memes.
Words actually heard in a television commercial: “I feel better with less pain.”
No kidding? Who’d have thought?
[…]
Marketing basics boiled down to memes.
Many of us are with an ad campaign before it’s even an idea. We watch it grow from a communication strategy into a cr […]
Marketing basics boiled down to memes.
Good ideas are hard to find. It’s hard work to develop objectives, strategies, and concepts that grow from an underst […]
Marketing basics boiled down to memes.
Advertising is expensive. But no matter where you put your marketing communications money, spending some of it—perha […]
Marketing basics boiled down to memes.
If you don’t spend enough money to be noticed, the money you do spend buys little to nothing.
Think about it. Your p […]
Marketing basics boiled down to memes.
It depends on where you want to build it. What you want to build it with. Who you want to build it. How big it will be. […]
Marketing basics boiled down to memes.
When developing marketing communications plans, most of the thinking—whether strategic, creative, or media—involves […]
Marketing basics boiled down to memes.
Self-interest is at or near the top of every decision every one of us makes, every time. Including choosing what we wil […]
Marketing basics boiled down to memes.
Focus groups, if professionally organized and moderated, can be helpful. But, even then, there are pitfalls. The fact i […]
Marketing basics boiled down to memes.
Buying awareness and understanding with advertising buys share of mind. And share of mind becomes share of market. And wi […]
Marketing basics boiled down to memes.
Wanting to know your ROI is understandable. But is isn’t always realistic. Advertising is as much art as science and a […]
Marketing basics boiled down to memes.
Convincing someone can be a matter of sharing the bare-bone facts. But it usually won’t persuade someone to behave […]
Marketing basics boiled down to memes.
You absolutely must frame your message in terms that matter to your audience—not to you. Don’t just talk features, ta […]
Marketing basics boiled down to memes.
Attention-getting devices must be relevant. To the product or service, and to the audience. So, while things like babie […]
Marketing basics boiled down to memes.
Marketing research, if properly conducted and analyzed, can reveal what to say to your prospects. But don’t be lulled […]
Marketing basics boiled down to memes.
Once you’ve defined your target audience—the “who” you are talking to—“what” you say, must speak to t […]
Marketing basics boiled down to memes.
Lots of marketing communications messages are wasted. Along with all the time and money that went into putting them out […]
Marketing basics boiled down to memes.
Awareness is the first and most important step in establishing an ongoing relationship and lasting loyalty. But it’s […]
Marketing basics boiled down to memes.
If no one knows who you are, no one will care about what you offer. If they don’t know your name, they won’t know w […]
Back to the basics: Health Care Marketing Revisited
Loving something to death.
You’ve just been handed the layout for your next magazine ad. The design for yo […]
Back to the basics: Health Care Marketing Revisited
Jumping on the bandwagon is a ride to nowhere.
People like to be part of the next big thing. Since no one ev […]
Back to the basics: Health Care Marketing Revisited
Of course you care.
Repeated exposure to most health-care advertising could result in a case of diabetes. Th […]
Back to the basics: Health Care Marketing Revisited
A little knowledge is a dangerous thing.
Most people who work in marketing and advertising have taken at lea […]
Back to the basics: Health Care Marketing Revisited
Alphabet soup.
With the advent of text messaging (TXT), initials and acronyms have run amok. There’s LOL ( […]
Back to the basics: Health Care Marketing Revisited
Say what?
Words actually heard in a television commercial: “I feel better with less pain.”
No kidding? W […]
Back to the basics: Health Care Marketing Revisited
How to sound good while saying nothing.
Advertising copywriters—and the lawyers who edit their work—are […]
Back to the basics: Health Care Marketing Revisited
The more things change.
Marketing communications is in a constant state of flux. From traditional media to […]
Back to the basics: Health Care Marketing Revisited
Why seven is an unlucky number.
Those of us involved in advertising see a lot of it.
We’re there from the […]
Back to the basics: Health Care Marketing Revisited
How to put lipstick on a pig.
Good ideas are hard to find. It’s hard work to develop objectives, strategie […]
Back to the basics: Health Care Marketing Revisited
How to spend money to make money.
Advertising is expensive. Even the kind—such as social media—that’s […]
Back to the basics: Health Care Marketing Revisited
How to waste money on advertising.
There’s a famous old saying in marketing communications attributed to d […]
Back to the basics: Health Care Marketing Revisited
How much does an advertising campaign cost?
Spend any time at all in marketing communications and you’ll h […]
Back to the basics: Health Care Marketing Revisited
How to prosper with bad advertising
Folks in the ad business often carry on about creativity and quality. To […]
Back to the basics: Health Care Marketing Revisited
What about your customers?
When developing marketing communications plans, most of the thinking—whether st […]
Back to the basics: Health Care Marketing Revisited
Why do people buy?
It’s a simple question. And one that everyone involved with exchanging a product or ser […]
Back to the basics: Health Care Marketing Revisited
Who do you believe?
If you’re involved in marketing communications at your organization, it’s no secret […]
Back to the basics: Health Care Marketing Revisited
Who—and what—do you ask?
Given the inherent uncertainty of advertising, it is no surprise that many peop […]
Back to the basics: Health Care Marketing Revisited
How do you know?
Last time we talked about the lingering question of the value of spending money on advertis […]
Back to the basics: Health Care Marketing Revisited
Why spend the money?
Years ago, a reluctant client likened paying for advertising to “buying a pig in a po […]