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Algorithms Don't Feel, People Do - Alan Schulman. By Alan Schulman | 2:00 PM March 14, 2013 There’s a reason why creative people in advertising get out of bed in the morning. It’s about making someone feel something — an emotion — in order to get them to act later. As we ponder a future of advertising bathed in delivering customized messages to each person, in their precise place on their every device at precisely the right moment, a word of caution: the medium is not the message.

The message is still the message. Which means advertising is still very much about the brand messaging business, not just the reaching the consumer on any device business. As a 30-year advertising practitioner, and a Chief Creative Officer of North America’s now largest digital agency, I’m truly amazed at the sophistication of the technologies and platforms for delivering ads to virtually every device, from the smallest hand held screen to Walgreen’s massive canvas in Times Square.

We are still very much in the ideas business. We have the technology. A Short Lesson in Perspective. Many years ago, when I first started to work in the advertising industry, we used to have this thing called The Overnight Test. It worked like this: My creative partner Laurence and I would spend the day covering A2 sheets torn from layout pads with ideas for whatever project we were currently engaged upon – an ad for a new gas oven, tennis racket or whatever.

Scribbled headlines. Bad puns. Stick-men drawings crudely rendered in fat black Magic Marker. It was a kind of brain dump I suppose. Everything that tumbled out of our heads and mouths was committed to paper. Anything completely ridiculous, irrelevant or otherwise unworkable was filtered out as we worked, and by beer ‘o’ clock there would be an impressive avalanche of screwed-up paper filling the corner of the room where our comically undersized waste-bin resided. Hangovers not withstanding, the next morning at the crack of ten ‘o’ clock we’d reconvene in our work-room and sit quietly surveying the fruits of our labour. So. 1. 2. What makes a good advertising intern? 7 Things I Learned about Digital Marketing from Claude Hopkins. For those of us working in the digital marketing realm, you probably operate on the assumption that we are trailblazers – and to be fair, we are. You might be surprised, as I am, to learn that the basic principles that govern our industry are old hat.

Enter Claude Hopkins, a man who pioneered the concept of advertising as we know it – in 1923. Hopkins’ seminal work, “Scientific Advertising” is chock full of timeless advice that is applicable now in 2013 as it was 90 years ago. Though I recommend that everyone working in marketing, sales, or ecommerce read the public domain piece. Here’s a quick look at what I’ve learned from Hopkins’ influential writings. Advertising is salesmanship In Hopkins’ day, the craze was mail order advertising. Ads should be treated like salespersons. Be clear, be specific The use of phrases like “simply the best” or “lowest prices ever” don’t really help in digital marketing, just as they were of little use in Hopkins’ day. Be knowledgeable and informative. Vine App: The Ultimate Guide to More Likes and Followers. Ever since Twitter relaunched Vine a few weeks ago, I've been testing it out on my own and with a handful of client accounts. Since Vine is still so new, I thought you might find my notes on how to get the most out of your time on Vine useful, so I reworked them into this guide.

I hope you find it helpful! Contents Update Your Profile When I joined Vine my profile was imported from Twitter. This was a great start, but due to the unique nature of Vine that might not be ideal for you and could reduce your chances for success. In my case, my Twitter bio didn't make sense because it talks about my web marketing experience but I have no intention at the moment of posting web marketing related videos to Vine. This is important because one way people discover others to follow is though the people search function. This simple step will greatly improve the interaction you recieve on Vine since you'll be attracting the most appropriate audience for your content. Connect Twitter & Facebook Quick Recap. The Gap Between Social Media and Business Impact: 6 stages of social business transformation. InShare459 In business, social media is becoming a lot like email. Every company has it. In an Altimeter Group survey of 700 executives and social strategists fielded in late 2012, we found that 100 percent of participating enterprise organizations run to varying extents an active social media strategy.

But unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter. Over the last several years, businesses have increased the pace of adopting social media strategies for use in marketing, service and other related capacities. Charlene Li and I spent the better of the last year studying how organizations approach social media and how planning, processes, and outcomes mature over time. The results of our work were surprising to say the least. On one side the chasm, there are businesses (or departments) that are actively investing in social media without intentions or outcomes being tied to business goals.

Best Global Brands | Brand Profiles & Valuations of the World’s Top Brands. Ten Great Ad Agencies Of 2012. Top 10 Tips for an Effective Advertising Campaign. What Makes an Advertising Campaign Successful? When done correctly, advertising can launch new products, or persuade consumers to re-think an existing brand. All successful campaigns need a catchy slogan summarizing the product's distinctive features. As campaigns continue, advertisers must vary their approaches and messages, since consumers' needs invariably change over time.

This goal is best accomplished by featuring images and personalities that reflect the intended audience. Above all else, effective campaigns must show actual changes in consumer behavior through revenue increases. Catchy Slogan Advertisers need catchy slogans to draw audience interest and generate word of mouth about the product. Increased Revenue No campaign succeeds without a measurable increase in revenue. Related Reading: How Should a Company Change Its Advertising to Stand Out From the Crowd & Increase Its Sales? Novelty Factor Novelty is vital to keeping customers interested, a factor that Kia Motors America exploited in its "This or That" campaign.

8 Of The Most Successful Ad Campaigns Of All Time. 8 Of The Most Successful Ad Campaigns Of All Time. The 10 Most Successful Ad Campaigns of All Time and How They Came to Be :: d. drew design, a classic design and marketing company :: Surprise, AZ. 3aug 09 The 10 Most Successful Ad Campaigns of All Time and How They Came to Be The point of an advertising campaign is to either sell product, or stick in a person's mind. I pieced together this guide to the top 10 ad campaigns in the last century.

The list itself was provided by Ad Age, as they're the authority on advertising, but all the background research I dug up from various websites and consolidated into this article. Enjoy (after the jump)! 10. Campaign: "We Try Harder" Company/Campaign: AvisAgency: Doyle, Dane & Bernbach In the '50s, Avis was doing pretty badly. In a move that would have been unheard of today, DDB's president suggested to Avis that they start getting their act together, as he saw advertising for the company as "making good advertising for a bad product.

" And a turnaround it was. 9. ClairolFoote, Cone & Belding Shirley Polykoff, a legendary female advertising personality, is the star here. 8. With this dilemma in mind, MEW went to work. 7. 6. DeBeersN.W. 5. 4. 3. The 10 Greatest Marketing Campaigns of All Time. I’ve always been a little leery of proclaiming anything "the best. " I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.

So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead. Why are these 12 marketing campaigns some of the best of all time? Because of the impact they had on the growth of the brand, and because they manage to hit on some universal truth that allows us to remember these campaigns years after they first began.

Download even more examples of successful marketing and advertising campaigns here. 12 of the Best Marketing & Ad Campaigns (And What Made Them Successful) 1) Nike: Just Do It. Image Credit: brandchannel Did you know that, once upon a time, Nike's product catered almost exclusively to marathon runners? It was a hit. In 1988, Nike sales were at $800 million; by 1998, sales exceeded $9.2 billion. The results?