Advertising: Trying to Be Heard Above the Din, and Be Trusted
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A new JPMorgan Chase campaign aims to overcome cluttered airwaves, nervous customers and cuts in marketing budgets.
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How an ad for lemon-lime pop bears a jarring similarity to the news--and keeps on running
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In a world of media clutter, TiVos and multi-tasking consumers, what's an advertiser to do to get some quality time? Some are experimenting again with the idea of rewarding consumers for viewing their ads, betting the lure of free cell phone minutes, music or even cash will deliver a captive audience and better metrics.
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By JEFFREY KELLEY  Two marketing companies, each specializing in finding ways to grab your attention, have joined hands to deliver advertisements to the latest frontier of ad space: cell phones.
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B-to-B advertisers often pay high click costs to reach a very small and very specific group of potential buyers. More than anyone, they need to be sure the right people are clicking on their ads.
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Viewers who enjoy a program are more likely than disgruntled viewers to have favorable responses to advertisements during that program.
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Buy high or low? The tale of sales offers some insight.
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When it comes to advertising on the mobile Web, online retailers are treading carefully. But some say they have found enticing success from early marketing efforts.
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The always provocative Brad Templeton, who hung out with a large cadre of geeks at the Internet Identity Workshop (IIW, or IIW2007) last week, has some cautions about new identity systems, even if they are all &quot;user-centric&quot;. These cautions lie in a paradox: &quot;The easier it is to give somebody ID information, the more often it will be done. And the easier it is to give ID information, the more palatable it is to ask for, or demand it.&quot; The italics are his.  Here he hits on the problem of market power asymmetries (vendors strong, customers weak) that have been with us for the whole Industrial Age, and are with us still. I think we have a way to overcome those, and that Brad's Paradox may provide exactly the conceptual hurdle we need to see before we can make progress. \
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The word "gaming" is making its way onto the whiteboards of advertising conference rooms on a regular basis these days. As a proponent of this industry's viability as a communication platform for brands, I think that's great progress. We've collectively woken up to the fact that pimple-faced teenagers are not the only ones playing games (for those of you not in the know, these guys aren't even the typical game consumers anymore, nor have they been for quite a few years now).
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A Delta ad meant to promote an in-flight entertainment system shows a big picture of CNNâs Anderson Cooper, perhaps leading some to wonder: Is Mr. Cooper endorsing Delta?
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Research suggests that retailers can use targeted ads to make even those who resist purchases more likely to buy.
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Advertising space is scarce. No wonder advertisers are innovative when it comes to taking advantage of under-utilized real estate - such as the human skin.
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Internet advertisers face a new enemy: people who click on ads with no intention of buying.
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With ubiquitous broadband access and ad-serving technologies becoming more sophisticated, marketers are increasingly interested in online video advertising opportunities. How do top interactive agencies leverage video for their online advertising campaigns?
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Dan Farber: "It's not hard to imagine a contextual ad showing up every time you Twitter something. Twitter 'I am drinking beer with friends' and a Budweiser ad shows up. Now imagine the Twitter revolt." Oh yes there would be quite a revolt, a powerless one, unless there was an alternate service we could all switch to and then assuming we could get off our asses and actually switch. Yeah, we're good at screaming, but not too great at acting, here. I'm a bit of a Twit, myself, and I'd find it revolt-worthy if they tried to interrupt or punctuate discourse with product placements, but then Twitter's destiny is, imho, to be acquired by a phone company and sold as a feature that gives users a reason to use one brand of phone over another. Not as a way for advertisers to hitch their "messages" on our discourse. We've seen how well that has (not) worked with advertising on email. Not likely to work much better on Twits. Imagine if Nokia offered a cell phone with Twitter built-in, a checkbox for SMS users (default on?) -- "Do you want to send SMS messages to your buddy list?"  Don't you think the kids would go for that? (Maybe they can already do it, it's likely that I'm that cluelss.)
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TRUTH IN advertising should extend to political advertisements aired over the public airways. The so-called facts presented in political advertisements, even statements masquerading as opinion, should be held