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Point of view: The long and short of it
Molly Flatt, Admap, October 2013 , pp. 17-17
This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'.
This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'. The evolution of social media, blogs and forums has changed how brands engage with consumers, leading to speculation of a decline in copy-writing. It is argued that short, impactful copy is ideally suited to this new landscape as it is potentially easily shared through social media.
The seven deadly sins of business writing
Laura Mazur, Market Leader, Quarter 2, 2013, pp. 56-57
This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid.
This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid. These are: don't hide behind jargon; don't use three words where one will do; don't regard good grammar and proper spelling as optional; don't use the passive if you can avoid it; don't confuse 'fewer' and 'less'; don't ignore structure; don't forget the audience.
Are You In Good Hands? Slogan Recall: What Really Matters
Chiranjeev Kohli, Sunil Thomas and Rajneesh Suri, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 31-42
Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.
Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success. For this study, 220 respondents were asked to recall slogans. Factors impacting recall of the 150 short-listed slogans were investigated. The study relied on objective (rather than perceptual) data, and factored in the natural variance associated with the variables of interest in the marketplace without imposing the artificial constraints of lab settings. The results suggest that to improve recall, slogans should be retained for long periods of time and supported by extensive marketing budgets. When designing the slogans, care should also be taken to keep them short. However, contrary to expectations, none of the other design elements—complexity of slogans, use of jingles, and use of rhymes—had an impact on slogan recall.
How to shoot yourself in the credibilities
Jeremy Bullmore, Market Leader, Quarter 4, 2012, pp. 20-20
If controversial recommendations are to be taken seriously, they need to come from a credible source or the would-be experts risk shooting themselves in the credibilities.
If controversial recommendations are to be taken seriously, they need to come from a credible source or the would-be experts risk shooting themselves in the credibilities. One example involved an American in a UK radio interview about the British security services, in which he talked familiarly about 'M Fifteen' rather than MI5. In October 2011, The Public Interest Research Centre and the World Wildlife Fund-UK published a paper called 'Think of me as evil? Opening the ethical debates in advertising'. It suggested that ads should carry a warning along the following lines: 'This advertisement may influence you in ways of which you are not consciously aware. Buying consumer goods is unlikely to improve your well-being and borrowing to buy consumer goods may be unwise; debt can enslave.' The suggestion is deeply condescending to consumers and hilariously impractical, suggesting that despite the other merits of the report, the authors have shot themselves in the credibilities.
Mythbuster: Crimes of passion
Les Binet and Sarah Carter, Admap, June 2012, pp. 9-9
The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration.
The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration. According to most dictionary definitions, passion is usually irrational, transient and uncontrollable - it's an unhinged state of mind. Occasionally there is a genuine display of passion in the business world, but it is rare and nearly always a bad thing - good leaders are controlled and stick to their vision without being blown off course by emotions. Passion is the stuff of mass hysteria, not long-term business success.
The effectiveness of regulatory (in)congruent ads: the moderating role of an ad's rational versus emotional tone
Erlinde Cornelis, Leen Adams and Veroline Cauberghe, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 397-420
In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested.
In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that, in the case of a rational ad, regulatory congruence (versus incongruence) effects were found (though only for prevention focused people), whereas in the case of an emotional ad, regulatory incongruence (versus congruence) effects were found (though only for promotion focused people).
Marketing language: Make your brand a verb
Rebecca Moody, with Diana Caplinska and Chris Skillicorn, Admap, May 2012, pp. 16-17
In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.
In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important. When chosen correctly, words can translate feelings and thoughts into ideas that can be shared. Linguistic memes often prompt a significance that becomes more recognisable and meaningful than they initially set out to do. And in a highly conversant social media era, the creation of memetic language adds real marketing value. Using examples from the likes of Google and Dulux, this article identifies three key ways to achieve the best return on a brand's choice of words. These include: extract added value in your name; create language that stirs reaction; and get savvy with SEO and word search.
How should voiceovers be used in ads?
Millward Brown Knowledge Point, March 2012
Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively.
Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively. However, if the primary goal is to entertain people or remind them of a brand, a voiceover may actually interfere with the achievement of the objective. Voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Voiceovers should be used sparingly, while pauses and silences can help add emphasis, and allow time for the message to be absorbed. Additionally, the manner in which a voiceover ties in with an ad's visual content is critical: when voiceovers and visuals compete, the voiceover message can get lost.
Point of view: The end for end-lines
John Woodward, Admap, January 2012, pp. 7-7
Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite.
Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite. They found that, like small children trying to assert their independence, consumers would often take out exactly the opposite meaning from the literal one. So as consumers seek to avoid being influenced by the 'influencers', the need to obscure the manipulation becomes ever greater. This poses problems for the end-line, the place where you most want to clearly express the attractiveness of your brand, but which is also the place where consumers are most suspicious.
Slogans in Advertising
Millward Brown Knowledge Point, April 2011
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one.
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one. A slogan that is merely an endline or sign-off to an ad is unlikely to make a contribution to the success of either the advertising or the brand; the creative must integrate the brand and slogan in such a way that the slogan can strengthen branding, or have some other effect.
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