More Than a TV Commercial

30 sec spot

In his book ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising”, released June 2005, Joseph Jaffe focused on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.

Ten years on it is very clear that traditional advertising, in the form of print, radio, and most notably, television, used for decades, no longer works as effectively they once did.

However with the growth of social and digital media and the associated analytics and measuring tools and techniques now available, TV is even more of a viable advertising medium than ever.  With the costs of production coming down as a result of technology advances too, the cost effectiveness of TV advertising has never been better.

In fact now with the ability to monitor, measure and analyse…coupled with better insights and targeting data the old adage:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

Continue reading More Than a TV Commercial

Its not just what you do that counts …but why you do it….. and how you do it

creativity last legal comp advantageEvery business can tell you what they do ….some better than others with Mission and Vision statements etc. But very few can ever succinctly explain why they do it….  apart from making a profit of course. Recently when talking about setting up a new Joint Venture –  MoreThanaTVcommercial.com – with a long term associate business – Vision House – I was asked the why question.

That made me reconsider the What and How of our plans as well. I doing so I read widely about other similar businesses in advertising, marketing communications, digital media etc etc. Whether I read it in the news papers or an a website there were certain words and phases that stuck with me in analysing the What and the  Why of our planned approach.

So I must apologies to anyone whose words I have used without credit …but I just dont remember where some of my notes came from ……  Sorry!! With the apologies out of the way here goes – my concise wording …. not an easy task for someone prone to premature elaboration…. Continue reading Its not just what you do that counts …but why you do it….. and how you do it