Comments on: the best advertising strategy is one that gives a damn

By: Rashed

Rashed — Fri, 24 Dec 2004 12:56:48 +0000

best advertising strategy could only be derived from the behaviours etc. of the your target public. Thnx to my profession, I can smell a minor change in the trends because these trends are based on changing behaviours, and I can read a change in the psyche of my target audience.

By: sankar

sankar — Thu, 28 Oct 2004 17:48:18 +0000

Please email me about “What is advertising strategy and how one has to brief to the copy writer and visualiser about the strategy. Please email in detail with example.
Regards
V.Sankar

By: johnza

johnza — Wed, 19 May 2004 22:33:25 +0000

From our blog

By: hugh macleod

hugh macleod — Wed, 19 May 2004 16:33:59 +0000

Some interesting ideas, Valupi…
“Knowledge” in the affairs of men is never 100%.
I’m messing around with some “flexible” models… on the basis that the definition of good marketing design is “managing the gap between what you want people to do and what they end up doing.”

By: A spectator.....

A spectator..... — Wed, 19 May 2004 15:11:21 +0000

So Valupi, you never got back to Stryker on the post-modern issue…not satisfactory.

By: hugh macleod

hugh macleod — Mon, 17 May 2004 16:24:37 +0000

heh. glad the words “gaping void” came in handy…

By: Jenny Price

Jenny Price — Mon, 17 May 2004 10:24:15 +0000

Loved your card idea I’m going to use that now when I print next business card and have it third in print and two thirds in painting!

By: devon

devon — Mon, 17 May 2004 09:12:26 +0000

i hope you don’t mind, but i used ‘gaping void’ as the title for one of my poems, it just says so much, worked perfectly for where i was going. so i really just wanted to say thanks for the inspiration.…Thanks

By: Natalie

Natalie — Sun, 16 May 2004 22:47:09 +0000

Yes, true, but....... Every blog is an advertisement for that person. Even when it's presented with the "This is just my crappy, boring, useless ramblings" approach (there's a lot of that about) it's still advertising and we are all checking our stats several times a day to see if our " product" is selling. So, the blogosphere has become almost a mirror-image of the 'real' world dominated by commercial advertising, except that bloggers are not making money from it. (Well, I'm not anyway ). But the competitive ethos is very much in evidence, what with who's an A-lister and who's not and how many are linking to you and vice versa. etc. etc. Hugh, I'm sorry we didn't get to talk at the bloggers meet and only exchanged cards. maybe there'll be another occasion?

By: Valupi

Valupi — Sat, 15 May 2004 22:44:20 +0000

I disagree. The catch in advertising, if you allow my arrogance Jozef, is that what drives us is always rational. We can’t get out from rationality, either in emotions (they have a logical dynamic, they follow a path, they are predictable, etc.) either in subconscious or unconscious dimensions (which were exposed as rational structures by Freud, just to say one name in thousands, for example).
We have a rational being — better, we have a rational body. Those divisions (mind/body, spirit/matter, reason/emotions, you name it) are rhetoric; and old, very, very old… The truth about human beings is that what we call “reality” is nothing but a rational vision and texture.
To bring the question down to earth, let’s see the Bernbach case. When he made the VW campaign, back in the fifties, introducing the “Think small” concept, and redefining advertising for ever, we was not being a genius, simply being the first to explore a new paradigm of communication. Since than, pieces of advertising much more complex and profound have been made, without the same impact. The point is: because Bernbach introduced a new thought, people could understand it and replicate it and build over it.
The same with blogs, which are new and, therefore, exciting. Only, we don’t know exactly why and for how long they will continue to please. Making assumptions about communication models is a lottery. Yes, just like advertising.
In conclusion, risktakers (as you so well said) are the ones who find rationality in themselves — specially a new kind of rationality, if they want to change history or make good money. After all, advertising is about making money, no pun intended…

By: hugh macleod

hugh macleod — Sat, 15 May 2004 18:39:08 +0000

I agree. Advertising is only as rational as the human psyche is rational– which isn’t saying much.

By: Jozef

Jozef — Sat, 15 May 2004 10:55:22 +0000

The catch in advertising is that what drives us is not our rational brain but our whole human arsenal of emotions and thought.
And our only way of understanding that is through the risktakers…

By: Valupi

Valupi — Sat, 15 May 2004 05:14:02 +0000

It’s impossible to know what is good advertising, before it actually turns into “good advertising”. Cuz “good” is the measure of the response, not of the concept or execution. And you don’t control the effects, since it’s chaos out there.
So, advertising is not an art, even less a science. Advertising is a bet, based on intuition.
Oh… And I work in advertising.