by Chuck McKay | Jul 26, 2009 | Advertising / Marketing Strategy
Presented for your consideration two very similar conversations. The first never happened. (Well, technically, I did call a few friends and irritate them with the opening question). The second most assuredly did. Conversation #1: Q: I think I need to cook. What should...
by Chuck McKay | Apr 14, 2009 | Psychology and Consumer Behavior
One of the things guaranteed to make copywriters (and to a lesser extent media salespeople) groan is an advertiser who claims he needs to reach “everybody.” No ad can possibly reach everybody. The human anatomy prevents it. If you have a minute, I shall...
by Chuck McKay | Feb 21, 2009 | Ad Testing
Since 1892 when the English Court of Appeals ruled on Carlill v Carbolic Smoke Ball Company, companies are legally allowed to make claims they can’t substantiate. The court ruled that reasonable people don’t believe exaggerated promises by advertisers. The...
by Chuck McKay | Feb 18, 2009 | Ad Testing
The only Chevrolet dealer in Smallburg,Texas, augments his local newspaper ads with a schedule on a regional radio station licensed to the adjacent community, Midville. He’s been selling an average of 18-20 cars per month. At the end of his first month with the...
by Chuck McKay | Feb 14, 2009 | Ad Testing, Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism
Somewhere in America a rookie cable TV sales representative is talking to the owner of a men’s clothing store. The rookie could have been working in newspaper, or outdoor, or radio. The retailer could have sold sewing notions, or computers, or farm supplies. The...
