Targeting the “Right” Customer and Other Fallacies

August 22, 2016
You don’t have hundreds of millions of dollars to test the effectiveness of your advertising. But Procter and Gamble does. And they’ve spent many millions of dollars carefully testing their advertising to arrive at this conclusion: Procter & Gamble Co., the biggest advertising spender in the world, will move away from […]

Don’t Use That Song in Your Commercial!

August 18, 2016
I was recently asked for a favor: to provide a short voice-over for a video intended for presentation at an upcoming trade show, in exchange for dinner and wine for four at a swanky restaurant, worth around $200-250. We live in a small town and the business owner was under a […]

Political Advertising: Radio Wins the Vote

August 5, 2016
This is the story of how one political candidate harnessed the power of radio advertising to win a competitive election. Following the death of Washington State Representative Steve Hailey, a former state legislator, Don Cox, was appointed to fill his seat. Cox chose not to run for the open seat […]

Speaking of “Word-of-Mouth…”

July 31, 2016
“Word-of-mouth” is not advertising. It’s a personal recommendation. It starts with someone being deeply impressed by a product or service, so much so that when an opportunity arises, he or she tells another person about it. With this in mind, may I offer you a few recommendations of my own? For gentlemen who shave regularly, […]

What You Don’t Know About Millennials

July 31, 2016
I was working on a post on this very theme when the weekly Small Market Radio Newsletter appeared in my inbox and I read my friend Jay Mitchell’s summary of the most recent research into the media consumption habits of Millennials. Seeing no reason to reinvent the wheel, I decided just to […]

Made in America. Kinda sorta.

July 1, 2016
In an article from The Detroit Bureau (“The Voice of the Automotive World” – although Crain’s Automotive News might take exception) the headline a couple days ago read: The most ‘American’ car on the road? Toyota Camry. For the second year in a row the Toyota Camry is the “most American” […]

The Ten Most Common Mistakes in Marketing

June 27, 2016
Many years ago the Wizard of Ads®, sometimes known as Roy H. Williams, published a best-selling business book in which he discussed the Twelve Most Common Mistakes in Advertising. His insights were praised by advertisers and advertising professionals alike. Eventually they were distilled into a widely circulated 45-minute video presentation, […]

America. The Beer For Real American-Beer-Drinking Americans.

June 7, 2016
“With the backdrop of the Olympics and a comically botched election, this summer is bound to be what Ricardo Marques, a vice president from Budweiser, calls ‘maybe the most American summer ever.’ “So Budweiser is going to potentially ingenious, potentially absurd branding extremes. The company has kept the same can […]

Quikrete “Long Story Short” Radio Ads Win $50K and $5K Mercury Awards

June 3, 2016
Two collections of 3 ten-second radio spots won their creators, Fitzgerald+CO, the $50,000 Best of Show and $5000 Best Radio Campaign prizes at the 2016 Radio Mercury Awards event held June 2nd in New York. According to Chris Smith, brand creative group head at The Richards Group (creators of Motel 6’s legendary “We’ll […]

Cremo of the Crop

May 24, 2016
Some time ago I heard Michael Savage reading a commercial for a men’s shaving product called Cremo and boy, did he sound excited. Now because I shave regularly and, like most guys, occasionally nick myself, his message caught my attention and the name of the product stuck in my mind. So later I’m walking down the […]
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