Media Buyers Should Be Watchdogs Too

Media buying works in three phases: the plan, the placement and the reconciliation. A lot of time and energy are spent discussing the importance of finding the right media, reaching the right target audience and repeating the ad frequently enough to make an impact....

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5ives: Media Metrics to Know

Fundamentals Before we dive too far into this article, I want to toss out a quick crash course in media buying. Since most people are familiar with terms like demographics and ratings, I'll use broadcast media (TV and radio) for the bulk of the examples. It's...

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Internet Archives, a Time Capsule with Teeth.

No advice this month folks, just thoughts and opinions. I just looked back at a blog I wrote a few months ago. It was about the advertising industry and how we need to give ourselves a reality check laced with humility. I never published it. It wasn't that the article...

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5ives: Ways To Get An All Natural Testimonial

I'm not granola. I like vinyl and processed cheese. But I do have a strong appreciation for some things natural - especially dialogue. When it comes to testimonials or sound bites on the news, nothing speaks to me more as a consumer than naturally delivered...

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Email Marketing Built to Survive Inbox Bankruptcy

Inbox bankruptcy refers to a recent phenomenon whereby people finally decide to purge all their unread email messages due to a feeling of being overwhelmed by how far behind they are in acting on these messages. This means eliminating any cause of clutter and stress....

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Create A Brand Story For Profitability Ever After

I recently attended a seminar held by Melvin D. Nelson, co-author of Business Model Innovation. In his speech, Mel (yeah, we're on a first name basis now) talked about the importance of business models, making sure the idea of the business made sense and it generates...

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5ives: Bad Sending Habits for Email Marketing

We've already established that people are starting to hit the reset button on email. It's probably for the best because I think we all receive notifications about companies we don't care about or have lost their luster. Personally, email marketing is amazing - when...

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Design for Success

Working with a designer isn't as hard as you might think. Really. I've been in the design game for a while now and have learned a few things about what makes a successful project. To me, the best way to make the process painless is through collaboration between the...

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Quantum Leap: Business to Business Copywriting

Writing copy for business-to-business communications is like living an episode of Quantum Leap. You wake up in the body of a salesman working in an industry you don't really know and have to complete certain objectives before you get to go home. It's thrilling. It's...

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5ives: Ways to Save Money on Graphic Design Costs

Balancing creative impact with media exposure has been a battle in every shop since the dawn of modern advertising. In our industry, we've even picked teams - suits versus creatives. It's no secret that high-end graphic design adds professionalism and polish to any...

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