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Let’s Stop Translating thumbnail

Let’s Stop Translating

“Words need to be translated, and that’s too inefficient in today’s globalized world” said Martin Murphy in a 2011 IHAVEANIDEA article. He wrote a great piece on opposite points of view on copywriting and its relevance. This sentence stuck with me because I agree.


A Gift to the Land of Etiquette thumbnail

A Gift to the Land of Etiquette

Today it is no surprise to see the luxury spending of a Chinese tourist who is traveling to Paris or Italy. He or she will possibly purchase most of the luxury goods there, with handbags, clothing, watches and jewelry being the most popular. These are often the gifts they plan to bring back home, to give to family, friends and business acquaintances. It is a favorable phenomenon, particularly in the luxury market, and in which Chinese gifting culture plays an notable role.


La cuenta, please. thumbnail

La cuenta, please.

Because of my diet, I’m just having tomato soup. It’s not bad, but far from what the people around me are having: huge pastrami and corned beef sandwiches followed by gigantic french fries and pickles.

The long counter, the leather stools, and the narrow hall leading to a series of wooden tables side by side in the back make me feel like I am living the New York experience of the early 30s. With the main difference being that if I were actually living in the 30s, the smoke in the air would be coming from cigarettes as opposed to the grill.


Movement Marketing thumbnail

Movement Marketing

There is a term being thrown around the advertising hallways that got me thinking about the fundamentals of marketing and what we should all be doing as part of the course when creating advertising for our clients.

The term ‘Movement Marketing’ was created by Strawberry Frog’s founder Scott Goodson. His book UpRising goes into great detail on the subject. I want to lightly touch on it to get you all thinking about the concept and the opportunities it may present.


When is Media not Media? When it’s Social thumbnail

When is Media not Media? When it’s Social

When I was at art school, I understood what the word ‘Media’ meant. It was paper, charcoal, pencil, canvas, paint – and later, in my YBA phase, it was telescopes and pocket televisions. It was stuff you could see, hear, touch, (and sometimes taste and smell). It was the stuff I used to express my ideas.

Then I started working in advertising, and I still understood what the word ‘Media’ meant. Print Media meant words and pictures on paper. Out of Home Media meant words and pictures on a surface outdoors. Broadcast media meant words, pictures and sounds filling time on TV or radio. And online media meant words and pictures made up of pixels on screens.

Media was stuff you could see, hear, touch, (and sometimes taste and smell). It was the stuff I used to express my ideas.


What If You’re Not That Hot? thumbnail

What If You’re Not That Hot?

In nearly every marketing speech or column, examples from the likes of Apple, Virgin, MINI or Google are thrown at you. And yes, it is inspiring – great brand philosophies, remarkable heritage, impressive campaigns and ditto results. But not only have we seen them before, they’re also out of reach for most brands. I mean, they are extraordinary brands, which is what makes them interesting examples. But let’s face it, most brands are not. Like in school, there are only a few cool kids. That’s the whole idea of popularity – they are cool because the rest are not.


Spread A Little Happiness thumbnail

Spread A Little Happiness

In the run up to Christmas I had an invitation from Uniqlo – to climb aboard the Happy Machine, which offered online discounts every lunchtime for a week. It didn’t quite leave me with a warm glow, but did almost make me buy a sweater.

I also had a festive invitation from Coca Cola, to ‘open happiness,’ in the latest incarnation of their longstanding brand campaign. If only it were that easy, I thought. Which also made me think a bit deeper about happiness generally, and how brands and we as advertisers contribute to it. Or – according The Public Interest Research Centre (PIRC) in the UK – don’t.


What Is The Future of Retail? thumbnail

What Is The Future of Retail?

As advertisers, we have to study human behavior, and it’s a fascinating thing: we all act differently depending on age, gender, location and many more variables. So, the challenge to advertisers is “How do we manage to get all these different types of people to shop at your store?” Retail services and products have innovated immensely in the past decade, and consumers have had no choice but to adapt.


Why Marketers Can’t Deliver R.O.I. thumbnail

Why Marketers Can’t Deliver R.O.I.

“R.O.I. Return-on-investment.”

A dirty, dirty word for many marketers, who have been coerced into including this measure into pitches, tracking it during campaigns, then merging it with Key Performance Indicators (KPI) to wrap things up and report. Yet many clients, accountants and CFO’s remain unconvinced. There is a very simple explanation for this.


From Product Placement to Product Displacement thumbnail

From Product Placement to Product Displacement

Everybody knows how valuable screen time in popular movies and TV shows can be for brands. Remember the Junior Mints episode of Seinfeld? Harold and Kumar go to White Castle? To see their brand front and center in a popular film or TV series is the dream of every manufacturer.

Today there’s hardly a major television series that doesn’t have the fingerprints of some – or several – brands all over it. American Idol got into bed with Coke very early on ensuring that each of its celebrity judges drank from clearly branded Coke containers.


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