How To Make An Advertising Decision
It never fails.
The Ad Agency spends countless man-hours sweating over the fine details. Things that no one would ever notice are discussed, dissected, double-checked and then dutifully discarded for a "better" idea.
Graphics are viewed upside-down and sideways. Letters are kerned in pixel widths. Font catalogues brimming with thousands of choices are scrutinized until the perfect one is found or the artist lapses into a coma.
Finally, the deadline is met. You meet with the client The pitch is made...and...
The client picks up the phone to order a sandwich from the restaurant.
Seems out of place, right? Well, not really. This is a classic-type move for clients who are indecisive. Stuck. Fence straddling.
Now comes a hot quarterback move as the client throws an unsuspecting pass to the delivery man from the restaurant.
"Tell me, you got a minute to give me your opinion on something?"
It's a painful situation to be in. But the client pays the bills and if he can't make up his mind, he'll damn well find someone to make it up for him!
Now, some of the bigger players can afford "focus groups" to determine if they've got the right goods. But what do you do if you're strapped for bucks?
Believe it or not... you ask the delivery man from the restaurant. Ask the janitor...your dentist...the grocer...the guy who fixes your photo copier.
Most agencies hate the idea of being scrutinized by the mailman, but the fact is, his opinion may be as good as it gets.
Tally up all the answers and ask yourself - Is it a "deal or no deal?"
There's your decision.
The more astute clients, won't waste a second. They know immediately if it's hot or not.
How do they do it? They really trust their first impression.
What they see or hear either appeals to them immediately or makes their eyebrows disappear in the furrows of their brow.
So, how do YOU make a good advertising decision?
1. Trust the ad agency you've hired. They do this for a living.
2. Listen to that little voice inside that you always say you should have listened to.
3. Be different. Lead instead of follow.
It never fails.
The Ad Agency spends countless man-hours sweating over the fine details. Things that no one would ever notice are discussed, dissected, double-checked and then dutifully discarded for a "better" idea.
Graphics are viewed upside-down and sideways. Letters are kerned in pixel widths. Font catalogues brimming with thousands of choices are scrutinized until the perfect one is found or the artist lapses into a coma.
Finally, the deadline is met. You meet with the client The pitch is made...and...
The client picks up the phone to order a sandwich from the restaurant.
Seems out of place, right? Well, not really. This is a classic-type move for clients who are indecisive. Stuck. Fence straddling.
Now comes a hot quarterback move as the client throws an unsuspecting pass to the delivery man from the restaurant.
"Tell me, you got a minute to give me your opinion on something?"
It's a painful situation to be in. But the client pays the bills and if he can't make up his mind, he'll damn well find someone to make it up for him!
Now, some of the bigger players can afford "focus groups" to determine if they've got the right goods. But what do you do if you're strapped for bucks?
Believe it or not... you ask the delivery man from the restaurant. Ask the janitor...your dentist...the grocer...the guy who fixes your photo copier.
Most agencies hate the idea of being scrutinized by the mailman, but the fact is, his opinion may be as good as it gets.
Tally up all the answers and ask yourself - Is it a "deal or no deal?"
There's your decision.
The more astute clients, won't waste a second. They know immediately if it's hot or not.
How do they do it? They really trust their first impression.
What they see or hear either appeals to them immediately or makes their eyebrows disappear in the furrows of their brow.
So, how do YOU make a good advertising decision?
1. Trust the ad agency you've hired. They do this for a living.
2. Listen to that little voice inside that you always say you should have listened to.
3. Be different. Lead instead of follow.
posted by zzzzzzzzzzz at
9:13 PM
<< Home