It’s not a trick question. It’s just a difficult one to answer. Ask a copywriter or art director in an ad agency, and they’ll say the former. Ask a media buyer, media planner or media or marketing strategist, and they’ll say the latter. Continue reading
Being an ad agency (albeit a very small one), I have cause to come across many local websites and whilst there are some pretty good ones out there and many that do the job, there are many which attempt mediocrity, but fail.It’s frustrating to come across websites like this, knowing how much a decent on-line presence can do for a company.
Splashed across the internet are websites which are badly designed, badly written or badly built. Many have spelling mistakes, links that don’t work or pages that takes ages to download.. Unfortunately, sites such as these do their owners more harm than good in that they convey that either they don’t care or simply that they fail to grasp the role that a website plays in terms of marketing. Continue reading
Years back, there were less than fifty advertising agencies in South Africa. Today, there are literally hundreds – with many being small start-ups and work-from-home operations. With this proliferation of ad and marketing agencies, a marketing manager or managing director’s decision to appoint the right one has become a lot more difficult. So, how to go about it? Continue reading
In the big picture, they’re small but can sure work wonders.
In recessionary times, demand for promotional items like fridge magnets normally goes out the window. This is perhaps understandable, as put next to TV advertising, print advertising, radio advertising and outdoor advertising, they’re not considered mainstream media. More likely, they’re lumped together with pens, calendars, diaries, mugs and T-shirts as “nice-to-haves” as opposed to “must-haves” ie promotional paraphernalia which are popular in good times, but not so popular in bad. Maybe this shouldn’t be the case. Continue reading
The cost of TV advertising, or should that be, the cost of not advertising on TV?
There used to be a day when only the large well-established brands would consider advertising on television in South Africa. Back then, there were only three or four TV stations and they pretty much charged what they liked. The result was that smaller brands couldn’t get a look in. Today, the situation is much-changed – with more stations, more channels, more variety and more flexibility. These days, you’re just as likely to see a TV commercial for a brand you’ve never heard of as you are a brand you grew up with, and which (thanks to television advertising) is today a household name. Continue reading
Glamorous it isn’t, but as an advertising medium, sms marketing is simply hard to beat.
As a marketing consultant and advertising agent, I have never been particularly wild about sms marketing as an advertising tool. Continue reading
It’s hardly been a year and the Markex Show is with us again. In fact, Markex was hosted late last year – in August, due to the World Cup – so it’s been less than a year since the last and that’s why its coming has seemed to have caught many of us advertising-types off-guard. Regardless, it’s one of the most anticipated trade shows of the year, and a great fillup for business – if you’re a promotional gifts or event management company, that is. If you’re an advertising agency, it’s not as good. Continue reading
Promoting life insurance is not easy. You’re trying to sell something that nobody really wants, even though they may see the need for it. In other words, it’s a necessary evil. We all know we’re going to die, we all know that we should be covered for the eventuality, but given the choice between splashing out on that new car we’ve had our eye on or paying monthly premiums for life insurance, it’s clear which one we’d go for. Continue reading
It seems there’s been a lot of response to Vodacom’s “red” campaign, much of it negative – which is a shame in a way as Vodacom’s advertising has always been of a high standard, and iconic in ways. Their “Yebo Gogo” campaign, for instance, was truly memorable and many of us found ourselves using the saying in response to questions posed. Example: Did you have a good break? Yebo, Gogo. Are you feeling better? Yebo, Gogo. More recent Vodacom advertising has been just as memorable. So it’s a pity in a sense that the company is now making the headlines for all the wrong reasons. Continue reading
Pay-off lines, positioning statements, slogans…call them what you will but those few words that you see accompanying a logo on an advertisement are more important than you might think. Why? Because they either encapsulate what the brand is all about or they deliver a promise. So when one comes across a pay-off line like “Real bread for real people” (as I did whilst driving to a meeting the other day), one shudders at the lack of understanding on behalf of the marketer or at the amateurism of their ad agency (if they have one). Continue reading