Mediablogit.com » Advertising http://mediablogit.com Wed, 23 May 2012 16:02:13 +0000 http://wordpress.org/?v= en hourly 1 5 things that will make you a better designer http://mediablogit.com/11042012/5-things-that-will-make-you-a-better-designer/ http://mediablogit.com/11042012/5-things-that-will-make-you-a-better-designer/#comments Wed, 11 Apr 2012 18:10:51 +0000 Mika Matikainen http://theoutsideviewblog.com/?p=1432 ]]> http://mediablogit.com/11042012/5-things-that-will-make-you-a-better-designer/feed/ 0 Common Mistakes People Make Writing Press Releases http://mediablogit.com/28032012/common-mistakes-people-make-writing-press-releases/ http://mediablogit.com/28032012/common-mistakes-people-make-writing-press-releases/#comments Wed, 28 Mar 2012 17:21:46 +0000 Kostas http://kanguro.fi/?p=997 Read more...
]]> http://mediablogit.com/28032012/common-mistakes-people-make-writing-press-releases/feed/ 0 How do I find powerful seeders? http://mediablogit.com/23032012/how-do-i-find-powerful-seeders/ http://mediablogit.com/23032012/how-do-i-find-powerful-seeders/#comments Fri, 23 Mar 2012 14:06:43 +0000 Erik http://www.klok.fi/?p=1244 http://mediablogit.com/23032012/how-do-i-find-powerful-seeders/feed/ 0 The Truth in Advertising: A Best Practice For Managing Ad Agency – Client Relationships http://mediablogit.com/24022012/the-truth-in-advertising-a-best-practice-for-managing-ad-agency-%e2%80%93-client-relationships/ http://mediablogit.com/24022012/the-truth-in-advertising-a-best-practice-for-managing-ad-agency-%e2%80%93-client-relationships/#comments Fri, 24 Feb 2012 11:00:59 +0000 The Outside View Blog http://theoutsideviewblog.com/?p=1056 ]]> http://mediablogit.com/24022012/the-truth-in-advertising-a-best-practice-for-managing-ad-agency-%e2%80%93-client-relationships/feed/ 0 Amazing Instead of Branded? http://mediablogit.com/18022012/amazing-instead-of-branded/ http://mediablogit.com/18022012/amazing-instead-of-branded/#comments Sat, 18 Feb 2012 08:08:31 +0000 Jussi V. Laaksonen http://www.klok.fi/?p=1128 http://mediablogit.com/18022012/amazing-instead-of-branded/feed/ 0 Gamification – Emperor’s New Meme http://mediablogit.com/17102011/gamification-%e2%80%93-emperor%e2%80%99s-new-meme/ http://mediablogit.com/17102011/gamification-%e2%80%93-emperor%e2%80%99s-new-meme/#comments Mon, 17 Oct 2011 10:46:14 +0000 Satu Suomi http://www.klok.fi/blog/?p=564 http://mediablogit.com/17102011/gamification-%e2%80%93-emperor%e2%80%99s-new-meme/feed/ 0 Job: Online Video Expert (Sales & Account Management) http://mediablogit.com/21092011/job-online-video-expert-sales-account-management/ http://mediablogit.com/21092011/job-online-video-expert-sales-account-management/#comments Wed, 21 Sep 2011 09:57:39 +0000 KLOK Creative Agency http://www.klok.fi/blog/?p=555 http://mediablogit.com/21092011/job-online-video-expert-sales-account-management/feed/ 0 Case study: Game Changers (Web series) http://mediablogit.com/12092011/case-study-game-changers-web-series/ http://mediablogit.com/12092011/case-study-game-changers-web-series/#comments Mon, 12 Sep 2011 07:39:49 +0000 Pauli Kopu http://www.klok.fi/blog/?p=551 http://mediablogit.com/12092011/case-study-game-changers-web-series/feed/ 0 Odotettavaa vuodelta 2011 http://mediablogit.com/11022011/odotettavaa-vuodelta-2011/ http://mediablogit.com/11022011/odotettavaa-vuodelta-2011/#comments Fri, 11 Feb 2011 13:58:57 +0000 Pauli Kopu http://www.klok.fi/blog/?p=443 http://mediablogit.com/11022011/odotettavaa-vuodelta-2011/feed/ 0 Wanted: Freelancer copywriting projects http://mediablogit.com/06092010/wanted-freelancer-copywriting-projects/ http://mediablogit.com/06092010/wanted-freelancer-copywriting-projects/#comments Mon, 06 Sep 2010 11:06:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-4825448884497571146 Would you like an experienced freelancer direct marketing copywriter to have look at your web site, sales letters, ads or brochures and give you ideas how to improve them – for free?

Look no further, because I’m ready to give you an honest opinion on how I would increase your sales. In my previous job at AdEffie Inc Oy, Finnish online ad network, I saw over half billion online banner ads and their direct impact to sales – or lack of impact, which was often the case, too.

I know what works in online and offline advertising. If you would like me to have a look at your materials in Finnish or English just send me a link to your web site via email jappinen.timo@gmail.com or attach your files to an email, and I’ll give you comments what you could do to increase your sales and profits today.

There’s no obligation and no strings attached. It won’t cost you a cent. I’ll quickly tell you if I can help to increase your revenues or not.

I have worked with companies from one man web stores to direct marketing giants like Reader’s Digest and Guthy-Renker (Zumba Fitness, TV-Shop and Proactiv).

As you know, you may not be able to meet your customers or the prospect company’s CEO whenever you want, but your letter can. What you say in it makes the difference between a profit and loss.

In early 2010, I did couple of small freelancer projects for Drayton Bird and his associates in London. The late David Ogilvy said: “Drayton Bird knows more about direct marketing than anyone in the world.”  
Afterwards Drayton give me a flattering testimonial saying: "Timo is one of the most impressive young people I have come across – and I have come across quite a few. He has an exceptional grasp of what this business is about – and also, most unusually, considerable creative talent."

I won’t argue with that.

Now, why not email me a couple of samples of your ads you would like improve, but you don’t know how, or you simply don’t have time to do it yourself? I don’t blame you. But please hurry as my calendar is also getting fatter every day. I can only handle very few new freelance clients.

I’m based in Helsinki, Finland in case you want to meet me in person. You can email at jappinen.timo@gmail.com or call me on +358 40 730 3065

Why not do it right now before you do anything else?

]]> http://mediablogit.com/06092010/wanted-freelancer-copywriting-projects/feed/ 0 Checklist: How to design a landing page that sells http://mediablogit.com/14082010/checklist-how-to-design-a-landing-page-that-sells/ http://mediablogit.com/14082010/checklist-how-to-design-a-landing-page-that-sells/#comments Sat, 14 Aug 2010 08:31:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-2458204392282461920 1. What are you trying to achieve? If you are trying to create a landing page that converts your visitors into paying customers, I can help you.

2. Does your opening has a strong promise that leads the reader into your copy? Don’t give away everything at once. News and benefits in the headline work every time.

3. For example: the title of the bestseller book “How to win friends & influence people” still sells today – after 70 years. Why? Because it promises a benefit that appeals to the reader’s self-interest, and has the words “How to” that command you to find out more.

4. Do you demonstrate the product? The internet allows you have as many videos, pictures and words as you want. Try Before & After shots. They tend to work.

5. Don’t be afraid of long copy. Be afraid of not being interesting. Say enough to make the sale. To get ideas on what say on your website find out what are the most common questions people ask from your customer service. You will help everyone if you answer them in your copy.

6. Do you use active language and short, simple words? Instead of “we utilize” say, “we use.”

7. Are you appealing to logic only? Humans are emotional creatures, even business people. Did you know gimmicks work especially well on them? Many of them are bored behind their desks.

8. Add icons of banks and credit cars to your website to increase your credibility. Make your phone number visible – and answer it if someone calls.

9. Mention your money back guarantee early in your copy.

10. Have you tested different versions of your landing page? Here’s one free tool for that: www.google.com/websiteoptimizer

11. Do you have high production quality? It builds trust. Clear pictures are important because the reader cannot see the physical product.

12. Do you show people on your landing page? This also build trust.

13. Testimonials from your customers and respected authors in the field are convincing and should be used lavishly.

14. Do you have an incentive if the visitor acts today?

15. Do you ask for the order at least three times? McGraw-Hill research revealed that an average salesman makes the sale after the fifth call. 

16. Captions under the picture are read more carefully than rest of your website. Use them to sell.

17. When you design your web site ask what the visitor is looking for when they arrive? Where do they come from? Directly or through a special ad? Are they able to find the information they are looking for quickly?

18. Is the message personal, clear and direct? Claude Hopkins, the author of Scientific Advertising says: "Your message should single out your prospect like a bell-boy paging a man in a crowded hotel lobby."

19. Are you talking to yourself or to the prospect?


Please write to comments what would you add?

]]> http://mediablogit.com/14082010/checklist-how-to-design-a-landing-page-that-sells/feed/ 0 So-me in UK http://mediablogit.com/12082010/so-me-in-uk/ http://mediablogit.com/12082010/so-me-in-uk/#comments Thu, 12 Aug 2010 12:16:20 +0000 Pauli Kopu http://www.klok.fi/blog/?p=306 http://mediablogit.com/12082010/so-me-in-uk/feed/ 0 Online Advertising: A Challenge to Marketing Directors http://mediablogit.com/29062010/online-advertising-a-challenge-to-marketing-directors/ http://mediablogit.com/29062010/online-advertising-a-challenge-to-marketing-directors/#comments Tue, 29 Jun 2010 07:08:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-5829516512748128156 This article is my war cry to you, fellow marketer. I live in a country where engineering skills are more appreciated than salesmanship. It is a common joke in Finnish universities that those who spent their first year partying go study marketing, and later to work in marketing.

In Finland people who are fascinated by facts and measurable sciences usually study finance or engineering – but not marketing. In my experience marketing subject appeals to those who like big ideas, theories and intangibles. I want to change that.

Before the last millennium things were different. Back then marketing managers and their advertising agencies use to celebrate their TV and print ad campaigns. When sales grew, the clever campaign earned advertising awards.

When sales came down during the ad campaign, agencies invented new ways to measure success: brand familiarity and awareness. “Brand is feeling, and it cannot be measured in money” was the new mantra. And again, marketing directors and agencies popped bubbling wine to celebrate as the new metrics grew. But then something happened...

...A new comer started to gain ground – the internet took off. Unlike any other media in the history, the reason why the internet was invented – was not to make money, but to connect people and make information sharing easier. I don’t have to tell you that it didn’t take long for companies to spot its potential. It makes sense to advertise where lots of people spend time. And soon online services financed by advertising like Google and Facebook started to flourish. Popularity of the web wasn’t the only change that threw marketers and agencies off balance.

The internet and three major changes facing marketers

Online you can measure the results of your advertising per every cent you spend: who saw your ad, how many clicked the ad, who bought your product after they clicked, and who bought it two weeks later? This changed three things in marketing and media:

One, your return on marketing investment (ROMI / ROI) can be measured more accurately than ever before.

Two, your advertising needs to make people act now – not after 18 month multi-million brand advertising circus.

Three, the business model of media changed. Instead of media coverage, online medias sell you clicks i.e. visitors to your web site, or you only pay for the results your advertising gets. That’s result-based advertising where media coverage is free and you only pay for results you get, such as orders or inquiries.

Publisher’s confession

Against common belief, the result based advertising model is not new. For decades newspaper and magazine publishers around the world have sold their media space to mail-order advertisers, who could prove that the order was made because of the coupon on the paper. The same model can be seen on music television where ring-tone advertisers pay for the orders that their TV ad gets. These companies get the coverage and media time for free.

With online advertising networks, the advertiser only pays for the results which the ad network brings in. The online ad networks – such as AdEffie, to whom I work for – have collected hundreds, sometimes thousands of popular web sites together to aim automatically your advertising to right people, in relevant content, at the right time, to produce you maximum amount of sales, inquiries, visitors or coverage for you. All the advertiser needs is a set of banners, and the online ad network does the rest.

Risk-free advertising?

You think that the concept of results based advertising would be easy to sell for marketers, but so far my experience in Finland has been opposite. Sure, there are savvy marketers who get the it at once (thank God for those clients) but the majority of companies are still living somewhere in 1990’s where accountability and marketing is not mentioned in the same sentence. Unfortunately, the socially skilled Chief Marketing Officer who spent their youth partying in college may be unable to handle the challenge of scientific advertising.

Perhaps, that is one of the reason why TV and print still gets the biggest part of the marketing director’s budget. It’s old and familiar – and without any guarantees of concrete results such sales. Albert Einstein put it well, “Insanity: doing the same thing over and over again and expecting different results.”

To managers it’s useful information that advertising and media buying has become a risk-free investment which can be a powerful weapon in right hands. Here is my question to you: what should the marketer do in this changing world?

]]> http://mediablogit.com/29062010/online-advertising-a-challenge-to-marketing-directors/feed/ 0 Ad Man’s Book Club: June 2010 Choice http://mediablogit.com/24062010/ad-mans-book-club-june-2010-choice/ http://mediablogit.com/24062010/ad-mans-book-club-june-2010-choice/#comments Thu, 24 Jun 2010 07:35:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-888874428591065878 How to Write a Good Advertisement
- Victor O. Schwab

I was skeptical about this book for months. Its green cover with a weird picture of an old computer keeps showing up if you browse advertising books on Amazon. I didn't think the book had much to offer. How wrong I was...

The author Victor Schwab worked 44 years in advertising. He is a hardened mail order man who counted sales from every direct-response ad he wrote. Everything else to him was secondary.

Besides selling products for millions of dollars, he documented what worked and what didn't work in advertising. Schwab doesn't guess, he knows, thanks to the scientific methods of testing every element of the ads he created.

One time reading is a mere scratch on the surface of this 224 page book. The best way to read it, is to enjoy it bit by bit and let the information sink in slowly. There is simply too much cake for one sitting.

How to Write a Good Advertisement includes:

-List of 100 headlines proven to sell
-Psychological backgrounds of common buyer types and how you can influence them

-It answers whether negative or positive tone works better
-You learn the eight milestones to a sale
-How to design effective layouts
-And much more...

Curiously, the real secret of the author's success in advertising was to work harder than his peers. Victor Schwab openly suggest to his readers to do the same, if they also want to get ahead in their careers. My advice to get started on that path is to read the book.


]]> http://mediablogit.com/24062010/ad-mans-book-club-june-2010-choice/feed/ 0 Tämä on CasCard, moi http://mediablogit.com/11062010/tama-on-cascard-moi/ http://mediablogit.com/11062010/tama-on-cascard-moi/#comments Fri, 11 Jun 2010 13:03:49 +0000 Pauli Kopu http://www.klok.fi/blog/?p=280 http://mediablogit.com/11062010/tama-on-cascard-moi/feed/ 0 How to Test Your Online Advertising http://mediablogit.com/03062010/how-to-test-your-online-advertising/ http://mediablogit.com/03062010/how-to-test-your-online-advertising/#comments Thu, 03 Jun 2010 19:10:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-2739087414734114273 Do you know how to test your online advertising? Here's what little I know about testing your advertising. Testing tells you what works and what doesn't work.

Test big things. Don't guess – test. On the web testing is not about money. It's about knowledge.

Small differences in statistics are not enough to make an assumption. Just like in investing, the past doesn't guarantee your success in the future. Direct marketing is like gambling – you control the odds, but they are still odds.

It's easy to draw convincing curves of your expected response with your computer, but nothing happens until someone buys something.

What to test: The list* in its order of importance.
  1. Target group/Segmentation
  2. Positioning
  3. Channel
  4. Offer
  5. Incentive
  6. Strategy
  7. Creative
*From the book Reinventing Direct and Interactive Marketing by Stan Rapp and his friends.

Notice anything strange on that list? I brought up this topic in my previous article Digital and Direct Marketing: Elements of Promotion, creative work ranks LAST in the order of importance.

If you aim to the right customers and make a good offer, you are almost there. Brilliant creative work can't save you if you don't reach the right people.

Now, it's tempting to say that creative doesn't matter, but it does. Bill Bernbach once said, "Properly practiced creativity can make one ad do the work of ten." Amen.
]]> http://mediablogit.com/03062010/how-to-test-your-online-advertising/feed/ 0 Fresh videos for Nokia Beta Labs http://mediablogit.com/03062010/fresh-videos-for-nokia-beta-labs/ http://mediablogit.com/03062010/fresh-videos-for-nokia-beta-labs/#comments Thu, 03 Jun 2010 18:05:48 +0000 Pauli Kopu http://www.klok.fi/blog/?p=273 http://mediablogit.com/03062010/fresh-videos-for-nokia-beta-labs/feed/ 0 “Show, don’t tell” http://mediablogit.com/10052010/%e2%80%9cshow-don%e2%80%99t-tell%e2%80%9d/ http://mediablogit.com/10052010/%e2%80%9cshow-don%e2%80%99t-tell%e2%80%9d/#comments Mon, 10 May 2010 13:56:18 +0000 Pauli Kopu http://www.klok.fi/blog/?p=246 http://mediablogit.com/10052010/%e2%80%9cshow-don%e2%80%99t-tell%e2%80%9d/feed/ 0 Media.twitter.com http://mediablogit.com/26042010/media-twitter-com/ http://mediablogit.com/26042010/media-twitter-com/#comments Mon, 26 Apr 2010 19:22:15 +0000 Pauli Kopu http://www.klok.fi/blog/?p=225 http://mediablogit.com/26042010/media-twitter-com/feed/ 0 “Why Salesmanship Matters Today More Than Ever Before” http://mediablogit.com/24042010/why-salesmanship-matters-today-more-than-ever-before/ http://mediablogit.com/24042010/why-salesmanship-matters-today-more-than-ever-before/#comments Sat, 24 Apr 2010 15:22:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-2013691818047348888 Why salesmanship matters
1. We have moved from advertising simple commodities like washing powder to more complex services and products which require greater salesmanship skills to persuade people to use them.

2. Today the customer has a wider selection of choices and competition is tougher than ever before – and the situation isn't going to get easier.

3. The results of your advertising can be tracked down to every cent you spent.

4. It's almost frightening to think that on the internet your every click, minute and action is saved to some distant database. Whether that information is used or not is a different story, but it's there.

5. Companies have started to measure their marketing activities more. A new group of consultants have began to help clients to understand massive loads of online behavioral data. The next step is to use it. But how?

6. You need salesmanship to make people act. Even the fanciest graphics and analysis can't replace the fact that today you need to be better at selling than you were ten years ago. It's salesmanship, not statistics, that makes your prospects buy.

I think Rory Sutherland, vice chairman of Ogilvy Group UK, is one of the most interesting characters in advertising business today. Rory Sutherland's one of the latest videos is titled "Why Salesmanship Matters Really Matters" where he tells you interesting facts about advertising today. Click here to watch it.

If you want to learn more about how Rory Sutherland thinks, watch his TED Talk "Life lessons from an ad man" – You will learn how a group of naked supermodels could have solved a problem that an army of engineers, several years and billions of dollars couldn't.

]]> http://mediablogit.com/24042010/why-salesmanship-matters-today-more-than-ever-before/feed/ 0 What does KLOK offer for MIP people http://mediablogit.com/22042010/what-does-klok-offer-for-mip-people/ http://mediablogit.com/22042010/what-does-klok-offer-for-mip-people/#comments Thu, 22 Apr 2010 08:50:31 +0000 Pauli Kopu http://www.klok.fi/blog/?p=220 http://mediablogit.com/22042010/what-does-klok-offer-for-mip-people/feed/ 0 How to Create Responsive Banner Ads http://mediablogit.com/17042010/how-to-create-responsive-banner-ads-2/ http://mediablogit.com/17042010/how-to-create-responsive-banner-ads-2/#comments Sat, 17 Apr 2010 16:39:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-1460432750618038794 Yesterday I was watching videos from Drayton Bird Commonsense Marketing training course, when Drayton's definition of direct marketing stopped me:

"Direct marketing is any communication through any medium which reaches people directly, or where they respond directly."

Encouraged by the previous words – here's a part from the book called Success Direct Marketing Methods. This chapter in it is titled "Creating Responsive Banner Ads"

Testing has confirmed that following guidelines lead to banner ads that get the highest number of clicks:
  • Keep it simple. Too much text, too many graphics, too many colors overload users and discourage them from clicking through.
  • Show people. Banner ads that depict people that users can identify with get higher CTRs (Click-Trough-Rate).
  • Use clear qualifying language. The better the copy describes what a site is about, the better qualified the the person clicking through will be.
  • Use a strong call to action. The call-to-click should define the main action(s) prospects are expected to take.
  • Create a sense of urgency. Ask users to click now; no one can click on a banner once it's gone.
  • Use the words "Click here" on the banner. Simple as it sounds, banner with "Click here" consistently pull better than banner ads without.
  • Use color carefully. Look at the sites (if possible) where the banner ad will run and choose colors that will compliment the campaign objective on those sites.
  • Use movement. It draws attention to the ad on an otherwise static page.
  • Think of a banner ad as teaser copy for a Web site.
  • Use high production values. The cleaner and more professional a banner ad looks, the more credibility it conveys, and the higher the CTR will be.
  • Test, test, test. Test new banner ads, new offers, new calls to action, new approaches, and rich media.
Stay tuned for more information about digital and direct marketing. If you didn't get enough, you may also read:

"Top 7 Mistakes on Performance Based Online Advertising in Finland – How to Get Them Right" or "How to Create An Effective Viral Marketing Campaign"

This one is also worth reviewing (I didn't write it) How to Brief Your Advertising Agency

As always, please share these articles with your friends and colleagues. Sharing knowledge helps everyone.

To subscribe to my blog via email CLICK HERE
]]> http://mediablogit.com/17042010/how-to-create-responsive-banner-ads-2/feed/ 0 How to Create Responsive Banner Ads http://mediablogit.com/17042010/how-to-create-responsive-banner-ads/ http://mediablogit.com/17042010/how-to-create-responsive-banner-ads/#comments Sat, 17 Apr 2010 16:39:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-1460432750618038794 Yesterday I was watching videos from Drayton Bird Commonsense Marketing training course, when Drayton's definition of direct marketing stopped me:

"Direct marketing is any communication through any medium which reaches people directly, or where they respond directly."

Encouraged by the previous words – here's a part from the book called Success Direct Marketing Methods. This chapter in it is titled "Creating Responsive Banner Ads"

Testing has confirmed that following guidelines lead to banner ads that get the highest number of clicks:
  • Keep it simple. Too much text, too many graphics, too many colors overload users and discourage them from clicking through.
  • Show people. Banner ads that depict people that users can identify with get higher CTRs (Click-Trough-Rate).
  • Use clear qualifying language. The better the copy describes what a site is about, the better qualified the the person clicking through will be.
  • Use a strong call to action. The call-to-click should define the main action(s) prospects are expected to take.
  • Create a sense of urgency. Ask users to click now; no one can click on a banner once it's gone.
  • Use the words "Click here" on the banner. Simple as it sounds, banner with "Click here" consistently pull better than banner ads without.
  • Use color carefully. Look at the sites (if possible) where the banner ad will run and choose colors that will compliment the campaign objective on those sites.
  • Use movement. It draws attention to the ad on an otherwise static page.
  • Think of a banner ad as teaser copy for a Web site.
  • Use high production values. The cleaner and more professional a banner ad looks, the more credibility it conveys, and the higher the CTR will be.
  • Test, test, test. Test new banner ads, new offers, new calls to action, new approaches, and rich media.
Stay tuned for more information about digital and direct marketing. If you didn't get enough, you may also read:

"Top 7 Mistakes on Performance Based Online Advertising in Finland – How to Get Them Right" or "How to Create An Effective Viral Marketing Campaign"

This one is also worth reviewing (I didn't write it) How to Brief Your Advertising Agency

As always, please share these articles with your friends and colleagues. Sharing knowledge helps everyone.

To subscribe to my blog via email CLICK HERE
]]> http://mediablogit.com/17042010/how-to-create-responsive-banner-ads/feed/ 0 Ad Man’s Book Club: April 2010 Choice http://mediablogit.com/14042010/ad-mans-book-club-april-2010-choice/ http://mediablogit.com/14042010/ad-mans-book-club-april-2010-choice/#comments Wed, 14 Apr 2010 14:41:00 +0000 Timo Jäppinen tag:blogger.com,1999:blog-31436612086880512.post-1657614773541162212
Scientific Advertising - Claude C. Hopkins
My friend Aleksi put it well when he read this book. He said there are two ways to do advertising.

One, you trust that creativity and artistic hunches will make your advertising campaigns successful. Sometimes you hit a jackpot when your guess is right and your campaign increases your sales.

Two, you create advertising that sells, because you have studied and tested it, to find out what works in advertising, and why.

Claude Hopkins was the first author to do the latter. The book Scientific Advertising is written in 1923 and it was locked in a safe for 20 years because his boss thought the information in it was too valuable to be shared. For example, consider Hopkins' view on testing:


"Suppose a chemist would say in an arbitrary way that this compound was best, or that better. You would little respect his opinion. He makes tests – sometimes hundreds of tests – to actually know which is best. He will never state a supposition before he has proved it. How long before advertisers in general will apply that exactness to advertising?"

Scientific Advertising by Claude Hopkins is packed with anecdotes like this. It's entertaining and informative book about advertising that works. Hopkins founded his beliefs in mail-order advertising, and then moved to general advertising because he thought it was easier business to succeed. One of the most famous products he has helped are Palmolive and Pepsodent.

I wrote a few articles ago that people like Drayton Bird, Rosser Reeves and David Ogilvy swore to Scientific Advertising's wisdom. Ogilvy says "Nobody should be allowed to have anything to do with advertising until they have read this book seven times." – I would make it eight.

Here is a link to buy the book or download it here for free


]]> http://mediablogit.com/14042010/ad-mans-book-club-april-2010-choice/feed/ 0 Steve Jobs Did It Again – First Content, Then Device And Now Mobile Ads http://mediablogit.com/13042010/steve-jobs-did-it-again-%e2%80%93-first-content-then-device-and-now-mobile-ads/ http://mediablogit.com/13042010/steve-jobs-did-it-again-%e2%80%93-first-content-then-device-and-now-mobile-ads/#comments Tue, 13 Apr 2010 05:00:11 +0000 Guest Blogger http://www.arcticstartup.com/?p=14715 http://mediablogit.com/13042010/steve-jobs-did-it-again-%e2%80%93-first-content-then-device-and-now-mobile-ads/feed/ 0