Archive for April, 2012

Advertising and Emotion

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Ads are often accused of being manipulative–and they can be. But sometimes their use of emotion is appropriate and effective. Remember when this aired?

As Long As Your Money’s Green . . .

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Money - Savings

. . . does it matter how many X chromosomes you have?

Pinterest is a hot topic, and one of the most newsworthy points is that 97 percent of Pinterest’s Facebook fans are women. So it’s easy for some people to dismiss it.

But Pinterest drives huge amounts of traffic to other sites, and that ultimately means sales. Who buys things? Women. In fact, girltalk points out that women make or influence 85 percent of all purchasing decisions, including over 50 percent of cars, home improvement items, electronics, and other “guy” products.

At the same time, girltalk reports, “91% of women say that advertisers don’t understand them.”

So if women make up just over half the population, and the majority of purchases, what does that say about how good a job advertisers are doing at reaching them?

My advice: Get to know us. Look at who women are, and what they want, and what they do. And don’t dismiss those things because “they’re women.” If you want money, you’re going to have to ask us. Nicely. Because we’re the ones who decide how it gets spent. And as Michael Brito points out, we know how to share information. Make sure we have good information to share about you.

Photo by 401k, via Flickr.

Sunday Morning Advertising: The Not-Quite-a-Winner Edition

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Okay, Huggies. Your revised campaign is better than the original, which featured dads ignoring their babies to watch the football game–apparently willing to let those children wallow in filth rather than paying attention to when a diaper might need changing.

But when you planned the new spots, did anyone say, “Why are five dads leaving the same house to wander aimlessly around the mall with their babies?”

Two dads, sure. But how many people live in that house? Or are they supposed to have carpooled? No way they fit five adults and five infant car seats into one vehicle.

I don’t expect every commercial to think through every bit of continuity. But I do think that I shouldn’t watch it and start thinking, “How is this scenario supposed to work?”

Keep it simple. Don’t distract viewers from your message.

Know Your Audience

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If you’ve ever driven past North Hollywood Park, you’ve seen scores of people running, walking dogs, playing basketball–the park is a center for all kinds of exercise. That’s why this makes sense:

Outdoor Gym North Hollywood Park

That’s right, it’s an outdoor gym, complete with weight benches, leg presses, and stationary bikes. Do you prefer an elliptical trainer?

Outdoor Gym North Hollywood Park

Have at it. And all of the equipment clearly is designed for outdoor use; it’s mechanical, not electronic, and sturdily built for the elements (and, one hopes, people jumping on it in ways you might not expect in an indoor gym–because I’m pretty sure that’s going to happen).

This wouldn’t make sense in every L.A. park, but it’s a natural fit for this one.

“Know Your Audience” isn’t solely about marketing. It’s also about the product or service you provide. I think this is a win for the L.A. parks department. But I am curious to see how they tell people about it once it’s open.

Think Like a Man

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Excuse me? Oh, never mind. I’m sure it’s much better than all the other “Battle of the Sexes” movies.

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