A Quote by Zephyr Teachout
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
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Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
YouTube offers the best solution by running an ad before showing the video, but also offering a 'skip ad' button that you can click after five seconds to go directly to the video if you are not interested in the ad. Now, that's what I call consumer sovereignty!
I can't tell you how many home businesses are almost in bankruptcy court over a Yellow Pages ad only to find out that the Yellow Pages ad isn't where their market will look for them, and it cost more than they thought.
I went to Tokyo three years ago. It was a job, though. I did an ad campaign for IBM, so they flew me out there to take pictures of me. It was IBM Global. It went to Australia, France, London, all over the world. But I think the ad campaign was a failure, because of me.
Business is business. You know how that works. Because stations run on ad money. If they're playing a gay artist, then ad money dries up. So they have to be careful.
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.
A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.
The pledge drive has everything going against it as broadcasting. It's repetitive. It's ad-libbed by people who can't ad-lib. It's about asking for money, which is something nobody wants to hear, even from their own relatives.
I don't want to sound like an ad, a public service ad on TV, but the fact is if you can read, you can walk into a job later on. If you don't, then you've got, the Army, Iraq, I don't know, something like that. It's, it's not as bright. So, that's my little commercial for that.
Generally, there's a lot of ad-lib involved with live TV and things like that, whereas with acting in front of the camera, it was, if you screwed up a line, well, you've got another take, and you also had a script to be able to study, so it wasn't all ad-lib and flying by the seat of your pants, which I like both aspects, actually.
Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
Ants do no bend their ways to empty barns, so no friend will visit the place of departed wealth.
[Lat., Horrea formicae tendunt ad inania nunquam
Nullus ad amissas ibit amicus opes.]
I shall not make an argument ad hominem. My argument is ad bullshitem.
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