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Posts Tagged ‘Online Media’

Author: Jerry Canavit

Having worked in the creative end of this business for a good while, I have often been asked  ‘How do you come up with advertising ideas?’ Do ideas just happen

So why do some seem to be so prolific at generating ideas while others are seemingly so challenged?  Does it have something to do with genes? Intelligence?

Or, a magic formula?

Well, first let me say that I believe that most everyone has the potential to be creative.

I also believe that those who find success at being creative have identified and practice a problem-solving approach to doing so. They may not understand how the process actually works, but they’ve come to understand that there is a creative process involved.

I’m not even going to attempt to try and analyze this topic in a broad sense, but rather to limit it to how a very definite process is in play when producing messages in marketing communications mediums. I believe there is no magic formula for producing ideas, however, I do believe there is a process that can serve as a guide to how ideas can be generated.

Here are my thoughts:

In marketing communications you can produce ideas in basically two ways. You can ‘borrow’ an existing idea or approach, adapt it to your needs (with slight modification, of course), and Presto, you have your own idea (and we all know there is a lot of that going on out there). Or, you can try to create something that is totally original and unique to the product or service you are promoting.

Now, we all strive to do the latter, however, the truth is that it is very difficult to do this every time. Do you remember the last time you came up with  a totally original idea?

It does happen, but not very often.

More often than not, an advertising idea is a combination of existing ideas that we’ve  seen or heard before, that can be used in a different and unexpected way – the familiar cliché seen differently, if you will. This ability to see and make new combinations is heightened by an ability to see how things relate – and to combine them to create effective and memorable marketing communications messages.

I do believe that the generation of these ideas is the result of a deliberate problem-solving process that leads to this end. I therefore offer two statements which I believe are at the source of idea generation. They are:

  1. An idea is usually a new combination of existing ideas.
  2. The ability to create new combinations is heightened by the ability to see relationships between existing ideas.

…therefore, creativity in advertising communications involves using combinations of known elements and an ability to see relationships that allow these elements to be considered in different ways. With that said, I will continue with a discussion about a technique for producing ideas.

The Five Steps in the Process of Producing Ideas:

Step One: Gather Raw Material.

The gathering process falls into two categories: Specific and General.

Specific: In marketing communications, Specific materials are those relating to the product or service and the people to whom you want to sell this product or service. We need knowledge about the product and the consumer on an intimate level. We dig for FACTS. We do RESEARCH. The process here  is called PREPARATION.

General: Equally as important is General information. This information involves a continuous process of gathering general materials and life experiences that are relative to the problem being solved.

A good analogy here is the kaleidoscope. The kaleidoscope is an instrument that designers can use to look for new patterns. Every turn of this instrument shifts bits of glass into new patterns (or relationships). The more pieces, the more possibilities for new combinations. Comparatively, the more elements stored in your mind, the more chances are increased for the production of new ideas.

To reiterate, Specific information is information relative to the current problem-solving challenge, and General information is the total content of your kaleidoscopic mind reserve – and is a life-long job.  Both contain the seeds for planting – taking us to . . .

Step Two: Into the Mental Maelstrom.

The second step is hard to describe. It goes on entirely in your head. Like chewing food – mashing information and facts together.  Looking for relationships; for a synthesis of where everything will come together like a jigsaw puzzle.

In this part of the process, two things will happen: First, you’ll have partial ideas – some crazy and incomplete. You should write them all down. They may forecast the real idea that is yet to emerge. Writing everything down helps the process.

Second, after a period of time you may tire of trying to fit this puzzle together (not all solutions come quickly). Everything seems jumbled. There seems to be no clear insight anywhere. At this point, you are ready for the next step.

Step Three: Incubation.

The third part of the process can be called the incubation stage. This is where you make absolutely no more conscious effort in looking for a solution. You drop the subject completely and put the whole thing out of your mind. Now I have no idea why this works, but I have found that it does. Apparently, when you turn problems over to your unconscious mind and let it work on its own – it can solve problems. Sometimes it comes in a revelation after a nights sleep – or while in the shower – or during a walk. I have also found that by dropping the problem-solving effort completely and turning to things that stimulate me imaginatively and emotionally – like reading a book, listening to music, or even going to a movie ­– things can happen. Not all solutions come this way, however,  my point here is that it often works this way.

A good example of this technique is in old Sherlock Holmes movies when the famous detective would stop abruptly in the middle of a tough case and begin playing his violin or even drag a baffled Dr.Watson off to a concert. This was, of course, very irritating to the literal-minded Dr. Watson who never seemed to grasp why Holmes would consistently resort to this behavior when they were right in the middle of solving a case. Sir Arthur Conan Doyle understood – for he was a creator and understood the creative process and the power of the unconscious mind.

Now, if you’ve done your homework in the first three steps, you will almost certainly experience the fourth.

Step Four: Eureka!

Out of nowhere the idea can appear. It may come sometime when you least expect it.

For me it’s happened in the middle of the night, when I’m half awake in the morning – or, more often when I’m showering or shaving. For you it might be something different. My point is that ideas can sometimes come seemingly out of nowhere after you’ve stopped all of the conscious straining and have passed through a period of rest and relaxation from the search. And when the idea actually materializes, it can be so all-consuming that it becomes difficult to concentrate on much else. The application of the idea can become so involving that other competing activities can pale into a paralysis. This can provide very difficult challenges if you happen to be in the middle of a meeting or if you are working on an unrelated project with a hot deadline.  Sometimes when the ideas start rolling out quickly, like giving birth, it requires immediate attention.

This step is also particularly difficult in that it involves a constant assessment of the

value of the idea and to see exactly where it can be taken.  This can be a period of frustration for creative people. Some don’t recognize or even care about the process that generated the idea. The truth is that many supervisors expect a well thought out idea delivered according to schedule. The problem here is that the process does not naturally work that way. And, for every good idea, there are always a few clinkers that just don’t work out and you just can’t know beforehand which will work and which will not.

This is a time of constant moulding.

You question everything.

Will it work better this way? Or that?

Is the communication clear?

Is the tone right?

Is it just clever without  making the point effectively?

Is this really as good as I think it is?

Your gut tells you it is!

Right?

Right!

So now you’ve come up with this great idea.

What next?

Step Five: Hello Cruel World.

How will the world react to your newborne creation?

Well, have courage.

You should share your idea with your peers.

Don’t shelter it.

When you do, a surprising thing can happen.

A good idea has self-expanding qualities.

It can stimulate those who see it and make them want to add to it.

Possibilities you had not considered may be brought out.

Congratulations!

Another great idea created.

Maybe you were lucky and hit a home run. Maybe not.

Whether your idea was a good one is not the point here.

What I’ve attempted to do is describe the steps involved in allowing you to produce the idea. The quality of the idea is still in your court.

If your idea is an award winner (great), a bottom-line winner (wonderful),

or both (even better), it’s just the icing on the cake – as we are only concerned about the process here.

Those are my thoughts.

Now, do I finish the three projects that have been laying here on my desk all afternoon?

Or, do I take the afternoon off for some step three incubation time and take in a movie?

Article Source: http://www.articlesbase.com/branding-articles/the-creative-process-5829828.html

About the Author

While creativity is Jerry’s stock in trade, he distinguishes himself by basing solutions on solid marketing objectives. That’s why his work not only receives national attention for its creative content, it also produces increased market share for clients.

A graduate of the University of Texas College of Fine Arts, Jerry is highly trained in the technical aspects of his craft. During the past three decades, he has enhanced his skills with extensive practical experience in the communications arts. He is comfortable creating and developing ideas on the computer, producing television commercials on location, or presenting an advertising campaign in a corporate boardroom.

Jerry has instructed classes in Art Direction, The Business of Advertising and Typography at San Antonio College and has served as AAF judge for advertising awards competition in Albuquerque, NM and Baton Rouge, LA.

Jerry’s rich experience allows him to apply his craft skillfully to a wide range of client needs. His work is seen in a variety of commercial advertising applications and has received a bevy of regional and national awards. With Jerry Canavit heading the  creative team, BK&A Advertising clients enjoy the benefits of unique and award-winning solutions tailored to produce bottom line success.

Author: John Hammond

Is Facebook Advertising Different from Advertising on Google’s PPC Platform?

Yes it is..

And at this point in time many advertisers are getting it wrong.

Get it right and not only will you get cheaper clicks but also an avalanche of targeted traffic to your business and website.

Recently Google stated that the only company they fear in their internet domination is Facebook.

Why?

Because Facebook is now bigger than Google with over 500,000,000 registered users, that’s right there are more people registered on Facebook than there are men, women and children in the USA. Imagine the potential of this market place to advertisers?

Before we even consider this it is worth analysing the development of Facebook and their data collection techniques. What I find intriguing about Facebook is the data that is compiled on each individual is given over freely by that individual and in great detail too.

When people register on Facebook they are happy to list their main interests, the TV programmes and movies they love and the books they read, the activities they enjoy and even what religion they are associated with. All this data and information means that the advertiser is able to laser target their marketing campaigns.

Let me give you an example, lets say someone has listed Star Trek as their favourite programme, I would assume there are many ‘Trekies’ the world over registered on Facebook or even a Facebook group or a Fan Page that is dedicated to the Final Frontier itself! Ok?

Let’s say I am a promoter of Star Trek Conferences, what I can now do is place an advert up on Facebook and advertise to all of the people who have listed Star Trek as one of their favourite programmes. (I will go into this in more detail later on) but you get the idea?

What this means to Google is that there is now a rival platform where advertisers can spend their money and at this point in time get cheaper clicks. The price of Facebook Advertising is one twentieth the cost of advertising on Google at the time of compiling this article.

However there is a major difference in the type of paid advertising you should execute on both platforms. Google as we know and love it has the two advertising opportunities of Google Ad words and Ad sense..

Ad words is where we can bid on some keywords and put up our own advertising either in the top 3 positions or on the right hand side of the page when someone enters a Google search, Ad sense is where we can incorporate our advert into Googles Content Display Network. Now the key to remember here is that this advertising is search based, we are trying to identify keywords that people are searching under within the Google so that we can have our ad appear in front of them.

With Facebook we have much more detailed data on an individual and in fact on many individuals, but there is not a complex search system on Facebook. What Facebook will do is place your ad in front of people relating to the interests, activities, TV programmes and movies that they have detailed in their personal profiles. So the Keywords to search under within Facebook are the detailed words within the personal profiles of people who have registered on Facebook.

Facebook advertising allows the advertiser more characters within their advert and also and more importantly a picture that can be displayed with the advert. This is where Facebooks advertising differs to Google.

Even though Facebook advertising can be executed with keywords which are peoples interests or activities that they have already told us they are interested in and we can utilise, the picture we place with the ad turns Facebook into ‘Display Advertising’ rather than Google’s ‘Search Advertising’. So the choice of picture and the impact that picture has on the viewer is of paramount importance.

So let’s go back to our Star Trek Conference example.. what picture do you think would immediately say ‘Star Trek?’ For me it would be a head and shoulders picture Mr. Spock making his Vulcan greeting sign.. you know the one where he splits the fingers of his hand. This would almost instantly grab the attention of a Trekkie.. pair that with a headline of ‘Wanna Meet Mr.Spock? I know I could be onto a winner!

So think about the niche you are in what picture depicts that niche and what image might you use to stand out from the norm to get noticed within that niche? Start to look at ads that are running on Facebook and look for images that stand out for you to give you some ideas.

What we must take further into consideration now is that Google has proclaimed that in the future they will really only be interested in big corporate clients who have over $100,000 a month to spend on their PPC search advertising, the knock on effect for the small internet entrepreneur is that clicks in Google will cost a lot more and there will be possibly even more hurdles to jump through to get a good quality score with your advert.

All you have to do is compare how easy it was to advertise when Google was in its infancy, essentially anything was OK, where as now advertising with Google is much more complex and of course the dreaded ‘Google Slap’ sits prominently waiting for its next victim!

So yes advertising on Facebook is definitely different from advertising on Google. Facebook is ‘Display Advertising’ whereas Google is ‘Search based’. When we talk of Display think magazine style advertising..

A picture paints a thousand words, research magazines and make a note of pictures that stand out to you. Look at adverts that include pictures within them and decide why that picture has been placed with that ad, then incorporate this strategy into your Facebook advertising.

Article Source: http://www.articlesbase.com/internet-articles/is-facebook-advertising-different-from-advertising-on-googles-ppc-platform-3920505.html

As a marketing coach, I’ve probably heard every excuse in the book why people can’t market their businesses. You wouldn’t believe some of the whoppers people tell when they’re trying to justify their failure to attract clients.

Now don’t get me wrong; it’s not that failing to attract clients makes one a bad person. Not at all. It’s just that when I hear the following excuses I feel compelled to call ’em as I see em: Baloney!

If you have the mistaken notion that any of these lame excuses are the reason that your business isn’t successful, get a clue. These are just EXCUSES for people who fail, not reasons not to succeed (a subtle, yet important, difference).

1. ‘I’m too honest to market.’ OK, this little gem is at the top of my list because it is both a lie AND an insult! I am a marketer by trade, and I am honest, so I know for a fact that marketing is not a dishonest process or practice, nor does it have to be dishonest to be effective. What’s dishonest is when you overstate your results, or if you truly don\’t believe that your product or service is worth what you charge, or if you deliberately intend to defraud people. In that case, the problem is with you, not marketing, so stop insulting the rest of us.

2. ‘I’m too modest to market myself.’ Listen up, princess, every word out of your mouth doesn’t have to be about YOU. Think about what your clients want, need and actually get, and that’ll keep the conversation going for as long as you need it to go. Hey, if you’re not comfortable saying great things about yourself, start saying great things about what your clients get out of working with you. Or better yet, let them say it for you in the form of testimonials. But don’t think that you have to be the subject of every fascinating conversation you have with prospects.

3. ‘I’m too shy to market myself.’ As a highly sensitive person myself, you’d think I\’d have more sympathy for this excuse, but I don’t. If you want to be successful, know right now that it may not always be comfortable, and you have to be willing to do what it takes to succeed, even if that means going outside your comfort zone. Shyness is a habit that can be overcome with practice, so join Toastmasters, or see a therapist if that’s what it is going to take, but get over yourself. I promise you will be glad you did.

4. ‘I’m too creative to market myself.’ This excuse is really lame! Marketing is a very creative process, and since you have literally thousands of options when structuring your marketing plans, creativity is an asset, not a liability. Unless you’re one of those I-am-a-self-indulgent-whiner-who-refuses-to-accept-any-responsibility-for-my-actions-and-masks-that-character-flaw-with-claims-of-misunderstood-or-excessive-creativity kinds of people, in which case I say, grow up, and while you’re at it, think up a more creative excuse.

5. ‘I don’t have enough time to market my business.’ OK, this excuse sounds good at first, but in reality it doesn’t wash. Either you are already marketing but not acknowledging your marketing activities as such, or your business is so busy that you don’t need to market at all, which makes this excuse unnecessary. So if you haven’t got all the business you want but you don’t have time to market, you need to reevaluate how you’re spending your time, and make some tough decisions about when you are going to do what you need to do to get those clients.

6. ‘I don’t have enough money to market my business.’ Again, you get points for trying, but this is still just an excuse, because good marketing isn’t about money, it’s about relationships. You can start very modestly with your marketing plans, and spend nothing but your time. And let me tell you, if you can\’t get some traction spending 40 hours a week trying to build your business relationships, maybe you should rethink your decision to be an entrepreneur.

7. ‘I have no personal network to market to.’ Oh please, you’ve got to have a better excuse than this! If you truly have no family, no friends, no colleagues, no acquaintances or no former co-workers, then start meeting some. I don’t care if you’ve been on a desert island for the past 20 years, you can always meet people through networking meetings, trade associations, classes, social clubs, or at the gym! Just pick up the phone and call the people you want to know, get out there and mingle, and your personal network will grow quickly.

8. ‘My product or service is too hard to explain to people.’ Fine. Quit explaining what you do, and start talking about what your customers GET from working with you. Do you help your customers get thinner, smarter, married, fitter, their first home, or what? Seriously, nobody cares about what you do, really; people care about what they get. Get it?

9. ‘My product or service is so good that it should sell itself.’ Sure, that’s probably true if your product is a talking monkey, or your clients are all telepaths, but other than that, it’s going to take a little effort on your part, bucko, so start creating some momentum in the marketplace and you’ll find that your product needs less and less of your efforts to sell, until one day it almost seems like it DOES sell itself!

10. ‘My niche is too narrow and I can’t find my customers.’ Hogwash. What this usually means is that you haven’t yet defined your customer, because you can’t find what you haven’t identified (and don’t give me that you’ll-know-them-when-you-see-them line). Start with a matrix of situation and need to identify that client. For example, let’s say you’re a financial planner, and you think your clients are ‘people who want to get their financial affairs in order.’ Think instead about who needs to get their financial affairs in order, and you’ll probably come up with something like ‘married couples with children who have $X in assets and need to protect those assets with planning.’ And you can certainly find those people, can’t you?

So we’ve blasted all these lousy excuses, but we haven’t yet addressed the biggest excuse of all: fear. Most of the time I’ve found that the more excuses my clients offer for not moving forward with their businesses, the more fearful they are.

Hey, I understand, and I’ve been there myself. But what it comes down to is this: Are you more afraid of succeeding (or failing) than you are of going back to work for that idiot boss you always end up working for? If the answer is that you’re more afraid of facing the personal responsibility of entrepreneurship than of any garbage your boss could throw at you, then good-bye entrepreneur, and hello wage-slave.

But if you think that the worst possible scenario is working for some moron again, and that you’ll happily work like a dog if that’s what it takes just so you don’t have to slink back into that stinking office with your tail between your legs, good for you. It’s time to forget about excuses, and start figuring out how to make this whole self-employed thing work for you.

The first thing to understand is that fear is OK. Yes, we’ve all been fearful (and yes, I include myself in that ‘we’ statement). It can be scary picking up the phone. It can be scary going to a sales meeting.

But at the end of the day, isn’t your product or service of value to someone? Aren’t people glad (or going to be glad) that you’ve solved a problem for them? So stop worrying and fearing the marketing process, and remember this: Marketing is really nothing more than the process of developing relationships, and you, my friend, can do that in your sleep.

Veronika (Ronnie) Noize, the Marketing Coach, is a successful Vancouver, WA-based entrepreneur, author, speaker, and Certified Professional Coach.  Through coaching, classes and workshops, Ronnie helps small businesses attract more clients. For free marketing resources including articles and valuable marketing tools, visit her web site at http://www.sohomarketingguru.com

Article Source: http://www.articlesbase.com/marketing-tips-articles/top-10-excuses-why-marketing-is-not-for-you-847776.html

     Today, advertising norms and trends have changed a lot. Modern advertisers have various media options of promoting his brand amongst customers. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising practices are still adopted by brand owners to advertise their products. However, two advertising mediums have emerged as in-demand modes of positioning a brand with an individualistic impact on any customer’s mind. The two means of advertising are mobile phones and internet devices. Of late, mobile advertising and internet advertising practices have been widely adopted by brand owners to promote their brands amongst prospects/buyers. Assuring targeted impact on customers’ mind, mobile advertising or internet advertising practices have become quite popular amongst modern brand owners.

     The changing lifestyle of modern customers is perhaps one of the reasons that encourage modern advertisers/brand owners to enormously use these two advertising channels. Due to time restraint, maximum numbers of modern customers look for personalized means of accessing brand information. Mobile advertising and internet advertising practices let these customers carry the brand message right in the pockets or palms or in their computer devices. Mobile phones and internet devices are personalized possessions of any individual. Therefore communicating the brand message through mobile or internet media is synonymous to conveying the ad message through the most personalized channels of any individual. An escalated growth is further expected in mobile and internet advertising domain.

     Many brand owners are going to adopt these two advertising channels on a large scale in the near future. Suiting the contemporary marketing tactics, internet advertising and mobile advertising are rightfully accredited as two most modern means of advertising (also poised to become the two future means of brand communication). For emerging brand owners, internet and mobile advertising media are two surest means of launching any promotion campaign of their brands. Making the brand message portable and accessible from any location, internet and mobile media have infact created an extravaganza in modern advertising.Mobile Advertising and Internet Advertising campaigns are two fast growing modes of brand promotion widely implemented by modern brand owners and advertisers. Advertising through mobile and internet media provides easy and immediate impact on customers.  Also considered as two most relevant advertising means that match the lifestyle of modern customers, the importance of mobile and internet advertising practices keeps increasing day by day. Maximum numbers of brands have created their online presence and are advertising through the various internet advertising means. Likewise, most of the brand owners are readily spending for various mobile advertising campaigns.

     A look-out for richer advertising channels amongst brand owners resulted in the discovery of internet and mobile media as two customized means of advertising.  However, the main advantage of advertising through internet and mobile media is providing the brand message to customers in a discreet manner without seeking or calling for special attention. Unlike television ads or radio ads, mobile or internet ads provide the brand message in a discreet manner through personalized channels of an individual. Customers can go through the brand message anytime at their own will (without any force exerted by anyone).  If the brand message is interesting one can consider of buying the brand or share its information amongst friends and acquaintances, if found irrelevant, one can simply avoid it.From an advertiser’s point of view, one has complete control over any mobile or internet campaign. As per the brand owner’s choice, the campaign can be started or stopped anytime. One can also measure the reach or impact created by the ongoing campaign. This provides any advertiser a choice to continue or discontinue the campaign. If customers are providing a good response to the overall campaign, the advertiser can continue his campaign, if otherwise, he can simply discontinue it. This measurability of the entire advertising campaign is one of the main reasons that have encouraged brand owners to adopt internet and mobile advertising media.

Article Source: http://www.articlesbase.com/branding-articles/advertising-extravaganza-through-mobile-internet-media-5017680.html

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