 |
 |
 |
           |
 |
 |
 |
|
 |
 |
|
|
|
 |
Crazy Ads? Maybe Youre Just Out of The Demo!
My father called me to complain, again. He's 82 and he's angry. "Son, I know you're in advertising and all that", he usually starts off, "but the ads I see today I wouldn't give you two cents for. They're stupid and they don't even tell you what they're selling!" I explained it to him as best as I could. "Dad, it's OK, you're just out of the demo." "I'm out of the what?" "The demographics Dad, The key target audience for who they're trying to reach." "Well then who in the heck are they trying to reach?" He yells. "Must be boneheads cause those ads make no sense to any sane person." Whether it's a beer commercial trying too hard to be funny, or like a recent FedEX commercial where Burt Reynolds sparred with a grizzly bear, I gotta admit that sometimes, Dad is right. I've been in the ad business for quite awhile now and know that in today's world, it takes a lot to get a business noticed. However I can't help laughing to myself when watching these ads, imagining the initial pitch to the client. Secretary: Boss, those ad agency guys are here. Boss: What? Are they on the calendar? (disgusted) Oh all right, send them in. Young ad guy #1: Hello sir, and how are you today? Wow! That tie is whacked! Boss: It's what? Never mind. What have you got for our new ad campaign? Young ad guy #2: Oh this is so cool! Check out these story boards. Boss: (looks at the story boards puzzled, eyebrows creased in confusion). Young ad guy #1: OK there's no voice over at all! You just see a guy waking up in bed. Next, he rolls over and he realizes that he's in bed with the Burger King! Boss: He's what?? Young ad guy #2: Yeah! And then the Burger King, who's really this actor wearing the Burger King costume and a big plastic face with a frozen smile, reaches around and produces a Double Breakfast Crosandwich and hands it to the man who takes a big bite of it. Boss: (Now his eyebrows look like one unibrow as his cheeks glow red.) Young ad guy #1: Then they both share a laugh, pat each other on the back, and we fade to logo! Is that wild or what? It's going to generate huge numbers man! Boss: (Stunned then angry) I thought I told you guys to quit putting crack in the water dispenser! See the problem facing advertisers today is the pressure to relate to the 18-34, 25-44 demos they so desperately need to reach, so they try anything they think will accomplish this and as a result, many people out of those key demos, don't get it. However, it dawned on me after my most recent birthday that sadly, I too have joined those ranks. So now when I watch an ad that even from my experienced perspective seems to make no sense at all, I just remind myself it's nothing personal. I'm just out of the demo. Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. You can visit his web site http://www.eisenbergagency.com. Contact Hal at halacious@eisenbergagency.com.
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness. 15 Tips for Better Yellow Page Ads Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96. Nine Power Words To Punch Up Your Ads As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth. What Does the Back of Your Business Card Say? Business cards with nothing on the back are wasted opportunities to sell.Use the back of your card to expand and reaffirm your selling sentence (which should be prominent on the front of your card). Electronic Reader Board Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world. How To Create Instantly Compelling Ads Every Time Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. The Online Equivalent of an Effective Newspaper Advertisement is FREE Ask anybody who has been in business for a long enough and they will tell you how newspaper advertisements have for decades helped to build countless small businesses.The advantages of a newspaper advertisement are many, but what has attracted small business entrepreneurs for decades is the speed at which a struggling entrepreneur (short of funds as many starting small businesses always are, and looking for customers fast) is able to get a very quick response. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. 16 Methods for Getting Free Advertising 1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc. Grab Your Share of Untold Amounts of Advertising Dollars If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.In the mid 80's I was an account executive for a radio station located in Santa Rosa, California. The Future of Voiceovers: Hold Your Tongue...Possibly Forever "Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience. Hit Them With Benefits More about advertising from BIG Mike McDanielIt makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits. Adding Art to Business Spaces Larger companies have learned that collecting art adds something special to its overall corporate image. An art collection may include art on display in waiting, or general areas. LED video Displays LED video displays give you the power to communicate, to motivate, and to entertain. Led video displays are seen to be sited for outdoor advertising, in casinos, for events like sporting events in stadium and arena, for staging and mobile display etc. Dont Be a Secret Agent This tactic of the game was hard for me to master and at first I failed many times. I carried my business cards only in my briefcase, because I thought they were only used in business. The Secrets To Successful Radio Advertising Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising?Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on. Is Your Advertising... Sexy? Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here. Media Savvy - Media Skills For Rural Women The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process. Advertising 101 Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. Testimonials Convert Prospects Into Buyers Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
|
 |