by Chuck McKay | Apr 30, 2012 | Ad Critique / Classic Examples, Market Segmentation, Targeted Marketing, Database Marketing, Unique Selling Proposition (USP)
People seem to naturally rank things. They list things in order. They tend to remember things at the tops of the various lists. On nearly any list, most people can remember the top three with little effort. It’s generally accepted that seven is the maximum...
by Chuck McKay | Apr 30, 2012 | Ad Testing, Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing
Originally published June 3, 2005 In 1961 Rosser Reeves, the Creative Director of Ted Bates Advertising, Inc., wrote a book titled Reality In Advertising. Although it’s now out of print, you may be able to find a copy at a used bookstore or a library. Reeves was...
by Chuck McKay | Mar 1, 2012 | Ad Writing / Copywriting, Advertising / Marketing Strategy
Originally published August 12, 2008. Some trends are cyclical. Some are obvious. Sometimes both. Most are also predictable. Are all trends cyclical? Hardly. In the 90s, as growing demand and sophisticated technology converged to create the Internet, providing service...
by Chuck McKay | Feb 10, 2012 | Ad Writing / Copywriting
Originally published February 10, 2006 Some people when they visit a new community look for the typical “touristy” kinds of things. Others wonder if there’s a casino nearby. I study the local ads. This week I’ve traveled through four major southern cities. As you...
by Chuck McKay | Dec 11, 2011 | Ad Writing / Copywriting
Originally published December 2, 2005 Most people are convinced that advertising is easy. Most believe that they could do a better job than the ads which inundate them daily. Perhaps they could. Some of them become advertising salespeople. Sadly, they are predictable....
