by Drew Boyd | May 7, 2012 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Commercials that show the benefits of using the product are likely to be ignored because consumers expect it. The message becomes cliche. If the advertiser shows how the consumer is transformed by using the product, consumers become skeptical. Telling viewers they...
by Drew Boyd | Mar 19, 2012 | Advertising Tools, Consultants, Culture of Innovation, Evaluation Ideas
The Unification Tool is a tricky but effective advertising tool. Unification recruits an existing resource and forces it to carry the advertising message. That resource can come from within the medium itself or within the environment of the medium. In other words, the...
by Drew Boyd | Dec 5, 2011 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Insurance companies continue to battle it out as the industry emerges from the global financial crisis. They are spending huge sums on national advertising to establish brand loyalty and earn trust. But consumers have a hard time distinguishing between the many...
by Drew Boyd | Oct 3, 2011 | Advertising Tools, Culture of Innovation
Great television commercials deliver the right message in a creative way. Great commercials are memorable. The longer customers remember your commercial, the more cost effective the campaign. One way to make memorable ads is to make them funny and...
by Drew Boyd | Sep 12, 2011 | Uncategorized
The Activation Tool is one of the most effective but underused tools in advertising. Commercials based on this tool work well because they make your marketing message stand out in the sea of advertising. They engage the viewer to participate, either mentally or...
