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Darren New wrote:
> I noted with amusement that nowhere on the list was "associate your
> brand with a product people like."
Forgive my cynicism, but for products like cars and soft drinks, people
don't "like" what they like. They "like" what they see in commercials.
Actually, it goes well beyond cars and soft drinks. General
electronics, cell phones, certain packaged items.
The book is spot on. Creating a product that actually does the job well
and is pleasurable to use often doesn't compete well with those products
that follow the tips in the book.
Along Jim's thread, I actually refused to go to Hardees for many years
because of *really* obnoxious ads. I figured ads should work both ways.<G>
--
/\ /\ /\ /
/ \/ \ u e e n / \/ a w a z
>>>>>>mue### [at] nawaz org<<<<<<
anl
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Mueen Nawaz wrote:
> Darren New wrote:
>> I noted with amusement that nowhere on the list was "associate your
>> brand with a product people like."
>
> Forgive my cynicism, but for products like cars and soft drinks,
> people don't "like" what they like. They "like" what they see in
> commercials.
OK, I'll grant you that one. :-)
I'd say that for products too complicated (or otherwise hard to
describe, like a soft drink) to actually describe in the ad, this is
probably true.
I think there are any number of products that are simple enough that you
could do a decent job of describing them in an advertisement, tho. Say,
a vacuum cleaner. Not much to say there.
--
Darren New / San Diego, CA, USA (PST)
Ever notice how people in a zombie movie never already know how to
kill zombies? Ask 100 random people in America how to kill someone
who has reanimated from the dead in a secret viral weapons lab,
and how many do you think already know you need a head-shot?
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Darren New wrote:
> I think there are any number of products that are simple enough that you
> could do a decent job of describing them in an advertisement, tho. Say,
> a vacuum cleaner. Not much to say there.
But unless there's something grandtastic about a certain vacuum
cleaner, my guess is that the ones best placed on store shelves will get
bought.
--
"Energize" Picard said, and a pink bunny with a drum materialized.
/\ /\ /\ /
/ \/ \ u e e n / \/ a w a z
>>>>>>mue### [at] nawazorg<<<<<<
anl
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And lo on Wed, 13 Aug 2008 20:56:53 +0100, Darren New <dne### [at] sanrrcom>
did spake, saying:
> I think there are any number of products that are simple enough that you
> could do a decent job of describing them in an advertisement, tho. Say,
> a vacuum cleaner. Not much to say there.
"Our vacuum cleaners suck more then the competition's"
--
Phil Cook
--
I once tried to be apathetic, but I just couldn't be bothered
http://flipc.blogspot.com
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Mueen Nawaz wrote:
> cleaner, my guess is that the ones best placed on store shelves will get
> bought.
Likely. Of course, the internet and mail-order mucks everything up, too. :-)
--
Darren New / San Diego, CA, USA (PST)
Ever notice how people in a zombie movie never already know how to
kill zombies? Ask 100 random people in America how to kill someone
who has reanimated from the dead in a secret viral weapons lab,
and how many do you think already know you need a head-shot?
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Phil Cook wrote:
> "Our vacuum cleaners suck more then the competition's"
>
LOL
John
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On Wed, 13 Aug 2008 09:54:03 +0100, Phil Cook wrote:
> And lo on Wed, 13 Aug 2008 05:11:43 +0100, Jim Henderson
> <nos### [at] nospamcom> did spake, saying:
>
>> But that's because I think the whole "entertainment as a delivery
>> mechanism for advertisements" has gotten WAY out of hand, at least here
>> in the US. Take commercial TV stations, for example. Their primary
>> function is to serve advertising; entertainment is secondary. The
>> trend over the past 20+ years has been to increase the advertising time
>> in an hour of commercial TV programming; it has doubled in that time
>> period.
>
> The latest trick on commercial channels here is to run two programmes
> back to back with only a short trailer-type ad separating them and then
> chuck in the ad break early. Better yet the first programme overruns
> slightly so the next one starts 1 minute late whereas the BBC seem to be
> finishing programmes slightly earlier so the next one starts 1 minute
> before it's scheduled.
Yeah, I've seen that as well - end up having to adjust the recording
times to start 1 min early and end 1 min late. Which means if I've got
three programmes set to record in a 2 hour period (one ending and two
starting, for example - we've a dual tuner DVR), something's going to get
clipped.
>> The really disturbing thing I'm starting to see now (starting with
>> Eureka on SciFi) is *in show* advertising. Not product placement - but
>> actual advertising of a real-life product *in the show* as if the show
>> was intended to be an infomercial. I *hope* they knock that off, but
>> even the fact that the actor who plays Carter is a friend of a friend
>> of my wife's won't stop us tuning out if they don't knock that crap off
>> right now. If I want to watch The Truman Show, I have the disc on the
>> bookcase.
>
> What's annoying me here is the BBC news programmes slipping in
> references to other programmes on later - "We'll return to coverage of
> World War Three in a moment. Now is acne a problem for you? A BBC
> programme being shown later today states that..."
Yeah, we get some of that as well.
> Then there's the squeeze, which Charlie Brooker delightfully lampooned
> in his series*. There's now a style guide for programmes about what they
> can't do during the end credits because the broadcaster wants to squeeze
> the show into the top left-hand corner and list upcoming programmes on
> the right while having an VO explaining how wonderful they are and why
> you should watch them. Damned annoying when you're trying to discover
> who played what and the credits are a quarter the proper size.
Yeah, I've seen that as well in some of the shows on BBC America (and
stuff I've watched from other sources).
>> All that money that goes into advertising could be much better spent
>> making a product that I want to buy, improving the service that goes
>> with the product, or making a good product better.
>
> Pfft everyone knows it's marketing that sells products, not having the
> best or even just a good product.
Oh, right, I forgot - because they wouldn't do that if it wasn't
effective. Stupid me - it's too bad I'm not willing to be a sheep....
>> (sorry, didn't mean to rant - this is one of my major pet peeves just
>> at the moment).
>
> So you should be, can't stand ranters me ;-)
Eh, too bad. ;-)
Jim
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On Wed, 13 Aug 2008 09:40:36 -0700, Darren New wrote:
> Jim Henderson wrote:
>> are good, solid, reliable, and that actually work.
>
> I remember seeing a book in the store about ten ways how to make your
> brand more popular. The methods were things like "don't let someone sell
> both coke *and* pepsi", and "if they sell coke make them sell sprite
> also" and "end every ad with a picture of your brand" and such.
Was "make it *better* than the competition" in there anywhere?
> I noted with amusement that nowhere on the list was "associate your
> brand with a product people like."
That is pretty amusing. :-)
Jim
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On Wed, 13 Aug 2008 14:26:13 -0500, Mueen Nawaz wrote:
> Along Jim's thread, I actually refused to go to Hardees for many
years
> because of *really* obnoxious ads. I figured ads should work both
> ways.<G>
I refuse to go into Hardees for a couple of reasons. First, there aren't
any here in Utah (so it's easy), but second (which actually came first)
was my younger brother worked there once - and he refused to eat the food
there as a result. He said "you don't want to know what goes on in the
kitchen there"....
Jim
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On Thu, 14 Aug 2008 15:34:21 +0100, Phil Cook wrote:
> And lo on Wed, 13 Aug 2008 20:56:53 +0100, Darren New <dne### [at] sanrrcom>
> did spake, saying:
>
>> I think there are any number of products that are simple enough that
>> you could do a decent job of describing them in an advertisement, tho.
>> Say, a vacuum cleaner. Not much to say there.
>
> "Our vacuum cleaners suck more then the competition's"
I vaguely recall a similar line actually being used by Hoover - "Hoovers
really suck"....
Jim
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