Copywriter Karen Goldfarb » advertising

Perception in the advertising world

Karen — Wed, 01 Feb 2012 18:27:23 +0000

Actually I think most of us in it see everyone including ourselves as the jackass.

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What are they suggesting here?

FB-RSS Feed for Karen Goldfarb — Tue, 17 Jan 2012 19:15:53 +0000

Ad for White & Black Coffee Brand: Coffee Inn | Agency:Y&R, Vilnius, Lithuania.

Clean your windows with the faces of leaders

FB-RSS Feed for Karen Goldfarb — Tue, 17 Jan 2012 19:11:52 +0000

Taking the concept of using newspapers to clean windows to an illogical extreme, we have this series of ads. Funny, albeit hard to look at. Obama | Stop using newspapers Window Cleaning Wet Wipes Brand: Nikol | Agency: BBDO, Tel-Aviv, Israel

Clever, sexy and disturbing

FB-RSS Feed for Karen Goldfarb — Tue, 10 Jan 2012 03:15:01 +0000

They hit the three rails of advertising.

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How Do Changing Demographics Impact Ads?

Karen — Wed, 13 Jul 2011 23:29:46 +0000

This soon-to-be-pulled Eska Water TV spot in Canada is a great example of "multicultural" advertising gone wrong.

Heard on NPR: How multicultural advertising is now the norm. Michele Norris interviews Jimmy Smith, creative director at TBWA/Chiat/Day, and Roberto Orci, Association of Hispanic Advertising Agencies chair-elect and president of Acento ad agency.

Click this link to play the multicultural advertising interview.

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Content-based ad units for the new year

Karen Goldfarb — Thu, 16 Dec 2010 20:20:24 +0000

The iPad Ad

Coming soon to a tablet device near you (most likely, resting quasi-comfortably in your hands). Apple launched its first iPad iAd campaign for Disney’s TRON: Legacy. Seems like a natural fit for big brands in the coming year. But Apple’s not alone, as Yahoo and Samsung are reportedly doing similar.

Ebook ads

With revenue for publishers and authors not rising so quick even though Kindles are flying off the shelves, Ebook ads may be another hot-to-make-moolah strategy come 2011.

Targeted set-top box ads

Someone somewhere will have to figure out how to make set-top-box advertising work. If the big cable companies can’t get out of their own way, it may be upstarts such as Boxee and Roku. They’re adding content partners like they mean it.

Photo Credit: dailylifeofmojo via Flickr

Source: Latest Online Advertising content from Econsultancy

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Video: Forrester’s Brian Haven on rethinking pre-roll online video

Karen — Tue, 07 Dec 2010 19:23:55 +0000

Senior Analyst Brian Haven speaks about a just-released Forrester Research study looking at online video viewing and how effective online video advertising is (hint: it isn’t, at least not so far.)

Uploaded by 5minTech.

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Viral video hits without big ad budgets are the exception, not the rule

Karen Goldfarb — Mon, 22 Nov 2010 22:42:44 +0000

Interesting and possibly dismaying facts about viral videos:

1. The most successful viral videos have big ad bugets.

2. Successful viral videos do not necessarily translate into more revenue.

According to Ecoconsultancy, a study of a year’s worth of popular trailers from 33 movies and video games comparing their popularity scores with their daily advertising budgets shows the relationship: the most popular online trailers often had the biggest budgets…mostly spent offline, like on TV, according to Forbes.

What’s more, viral video success doesn’t necessarily mean success at the box office, in the case of movies.

For example, the Michael Cera/Jack Black comedy “Year One” was among the films studied. A massive viral video success, it was a total box office flop.

Likewise, viral success doesn’t necessarily mean product revenue. While immensely popular, as I tweeted about recently, sales were actually down for Old Spice. In the end, it turns out that discounts and coupons contributed to a bulk of Old Spice’s sales this summer.

So does that mean it’s not worth it to try to create a video that goes viral? Perhaps not, as long as you’re measuring in terms of PR value, not necessarily ROI.

Source: Latest Strategy & Planning content from Econsultancy

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I am not a target market

Karen — Fri, 02 Apr 2010 21:44:03 +0000

10 years of ingenious hard-sell condensed to 2 minutes for your modern attention span.

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And if Only 1% of Those People…

Karen — Sat, 05 Dec 2009 08:01:12 +0000

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