Archive for the ‘Advertising’ Category
The impact of ‘the race card’ on visual communication
In a communication process, the most important thing is how the receiver decodes and understands the message, and not what the sender is trying to communicate. I always say that it is the responsibility of the speaker as to how the spoken to, understands the spoken. People see things differently and that affects what they...
Between ethics and daily bread: A creative’s moral dilemma
The “creatives” umbrella covers a lot more that the following, but in this writing it will primarily refer and apply to graphic designers, art directors, copywriters, and photographers. Regardless of how one decides to look at it, creatives are in the business of selling. Be it a product, service, idea, message, point of view or...
Is a sale too complex to measure ROI on design, accurately?
If most prospect design clients share the same sentiment, with Tom De Marco, that “you can’t control what you can’t measure,” then it’s inevitable that most will believe that investing in professional design is not that much of a necessity. One of the hardest (and in most cases, impossible) thing to measure, accurately, is the...
How Avis made the best of — not being the best
We all want to be known as the first, best, or biggest — don’t we? If someone has already been labeled that before us, what do we do? We work hard, in trying to overtake them. Well not Avis. Instead, Avis searched for a silver lining in the cloud they found themselves in. Avis admitted that Hertz was...
Is mentioning “terms and conditions apply” a waste of ad space?
I’m not really sure if this is a South African advertising phenomenon, radio to be exact, so for the sake of not ranting about some countries I’m not sure of I’ll stick to South Africa. It’s a no-brainer that entities such as TV Channels and Radio stations depend on advertising for most part of their income....
Modern psychology slowly dictates how and what creatives sell
As advertisers, marketers and graphic designers, to name a few, we are all in the same business. The business of selling. We are employed to communicate our clients’ brand message/promise, which is usually their sales pitch for their product. Research has enabled us to recognize the product’s targeted market’s behavioral patters. This sort of pushes...