What is Art Directed Photography? That is when the Art Director or the Designer who is creating the advertising, in which the photo is to be used, directs the photographer. Why can’t the photographer just shoot the photo without an art director? They can, but it is a gamble. Because…
Creating a great print ad is not just assembling a layout with a headline, photo, some copy and a logo, but is an orchestrated sequence of factors and functions designed to meet a strategic objective. Building an ad is like building a house. First you have to determine the location,…
In 1975 a man named Gary Dahl sold more than 1 million “Pet Rocks” after writing and distributing a single press release. Gary Dahl, was having drinks with his buddies one night in April 1975 when the conversation turned to pets. As a lark, Mr. Dahl informed his friends that…
In the old west the Sheriff would call in outside professional help when needed. These “Hired Guns” were professionals, brought in to bolstered their law enforcement by providing their special abilities and talents to resolve local problems. Today, business owners are doing the same, by bringing outside professional Marketing Consultants…
Whether fishing or advertising, you have to… go where the fish (customers) are. The Advertising Media are the waters where you cast your bait. There are fish (customers) out there, but you have to have some knowledge where the fish (customers) might be hanging out. Know what kind of fish…
Thousands of new businesses are started every week. Ninety percent of those businesses will fail within the first two years. The primary reason is lack of capitalization. The second reason is poor management. Actually the two go together. If you don’t have the money in the first place you are…
An anorexic girl looks in the mirror, sees a fat person and is determined to lose weight. Her self-view is distorted because she cannot look at herself objectively. Even though others may reassure her that she is too thin, in her distorted impression, she thinks she is obese. To some…
In today’s political climate, anything related to guns or gun ownership will stir emotions and debate from both sides of the issue. However, the terms “rifle,” “shotgun” and “target marketing” are widely accepted terms in the marketing field and have been for many years. These terms best describe two marketing…
Creativity is a God given talent… not possessed by everyone. Creativity in Advertising and Marketing has produced phenomenal sales results and launched many companies. But it is not understood or embraced by all marketers. Advertising Creativity can be stymied by naïve or reluctant business management because they just do not…
A consultation with a marketing professional is essential before the creation or production of advertising materials a commitment of media, or proposing a cost for promotional campaign. For businesses who have an on-going advertising campaign, a Marketing Analysis provides an outside objective evaluation which can offer alternative suggestions, improve…
