Re: Are you a newbie? Start here! -- MIDRANGE-L

Whoa, Joe, don't confuse my cross-wired memory with reality!! Bigmistake! (Except when it comes to my code!)

One of the trade secrets of the advertising industry is that what youremember consciously is the smallest chunk of what's effective.

In my defense :) Duracell did have a bunny, and that's where Energizergot its bunny, in answer, according to this article:


http://www.petcaretips.net/energizer-duracell-bunny.html

But let's ask the guys who know what's effective in advertising:

http://adage.com/century/icon05.html

17 years! They don't keep broadcasting the same theme for seventeenyears without the guys doing the numbers reporting back that it'seffective in terms of profits:

Now let's blast our own "i-con" into the mind share of those who makebuy decisions in its market.


--Alan



Joe Pluta wrote:

From: Jeff Crosby

Alan wrote:

What's in an idea, a slogan? I bet almost everybody in this discussion
could tell me what Duracell's slogan was/is, and it still bounces around
in your head whenever you think of a long-lasting device.

...Keeps going and going....

Wrong battery . . .


And THAT is the root problem with any sort of viral marketing.  You may well 
get someone to remember the ad, but forget the product.  The farther the 
marketing is from solid product statements, the easier it is for this to occur.

The PC/Mac is a great example of excellent advertising.  The PC and the Mac are 
the prime characters and the issues they cover are real issues that buyers can 
identify with, but at the same time they're very funny and witty.

An example of a useless campaign was those stupid Microsoft commercials with 
office people dumping water on each other.  Zero content, all flash.

I think marketing for the iSeries might help, but I'm still not sure exactly what that 
marketing needs to be (although the "attack of the servers" ads are pretty 
good).

Joe