Tag Archives: advertising

by | March 16, 2013

A Case Study on Halo Effect

A Case Study about Halo Effect

Challenges in Advertising: Sometime back, while I was monitoring massage ads on the backpage.com site, I noticed an ad placed by a young female practitioner that was continually showing up with notations that she did not provide “HE” or “FS”. These abbreviations stand for Happy Ending. In looking at her ad, I noted that she had included a photo of herself and that she was what I would consider a fairly attractive young female who appeared to be, on first glance, Asian. Thisturned out not to be the case, but the mere appearance of being Asian often is a red flag to some consumers of illicit massage.



Case Study on Halo Effect

Cross Over Effects: One additional halo affect item that has come to light recently is the cross over hiring efforts by some illicit massage practices. On two occasions during 2010, I discovered known prostitution operations, using massage as a front for their services, advertising to hire LMPs through a Seattlemassage school website. That these operations would seek to hire legitimate therapists through a massage school job bulletin board seems unimaginable, but it is apparently true. In both instances, I was able to intervene and the ads were pulled quickly, but what happens if the ads aren’t caught?

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by | January 3, 2013

Indian Premier League (IPL): The grand success story

Where will you find the Mumbai Indians, the Royal Challengers, the Deccan Chargers, the Channai Super Kings, the Delhi Daredevils, the Kings XI Punjab, the Kolkata Knight Riders and the Rajesthan Royals? In the Indian Premier League (IPL) – the most exciting sports franchise that the World has seen in recent years, with seemingly endless marketing opportunities…read ahead

[youtube]http://www.youtube.com/watch?v=4iqO3uWD8to[/youtube]

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by | January 1, 2013

Technology Failure: IBM Linux grafitti

The company took part in an event called the Cow Parade in which cows were decorated according to different themes. Yahoo!’s ‘udderly moovelous’ (as it put it in a press release) pair of purple plastic cows were installed with an Internet facility that enabled members of the New York crowd to send ‘moomail’ messages to each other. Although this tactic was undeniably ‘out there’, it succeeded because it was relevant to the service it was promoting. Read More…

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by | December 24, 2012

Case Study on Kelly/Brady Advertising Inc

Business situation: In early 2008, School ABC launched a new branding campaign that failed to generate leads. Media cost per leads, cost per enrolls and cost per starts were high and the largest lead source was PDLs and referrals. The marketing dollars being spent were not generating leads which contributed to the school not hitting target goals and lowering their return on investment. In the summer of 2008, School ABC brought in a new CEO. The CEO decided a change was needed to improve the performance of the marketing. During late summer/early fall 2008, Kelly/Brady was brought in to improve School ABC’s marketing performance.



Case Study on Kelly/Brady Advertising Inc


The assessment: Kelly/Brady did a year-to-date data assessment comparing leads, starts and goals by media. The results reflected a high media cost per lead, cost per enrollment and cost per start. Kelly/Brady conducted test calls to see how leads were captured, tracked and distributed. The results concluded that no process was found to properly track, capture, distribute and enter the leads. Also, during the assessment creative was evaluated and found to lack proper messaging to yield cost-effective results. From these findings a strategic plan was put into place to help School ABC improve their return on investment. Get more information about Kelly/Brady Advertising Inc






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by | December 6, 2012

Yahoo!!!! Its all about You!

Yahoo has grown up as a portal company. They learned early on that by being sticky, by having a web presence that forced users to stay on their site, they could find ways to profit from the page views. This has led Yahoo astray though. Not only has Yahoo given up overall profits in search of ever expanding user acquisition, they have allowed their search product to fall behind. Read More…

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by | December 3, 2012

Facebook : Potential to Rule the Advertising World

As a student we’ve always learned to keep it short, simple and stupid. I will try to do so in the following article. I’m a publisher. My website runs only on advertising. In the past I ran a web shop, which needed publicity. I’ve seen both sides of the advertising chain and both sides have their difficulties … see how facebook advertising can help modern businesses

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by | October 4, 2012

Black and Decker Case Study

Black and Decker (B&D) is a pioneer in portable power tools. In 1991, it is a $5 billion in sales company with 29% of these sales coming from Power Tools and Accessories. B&D is the world’s larges producer of power tools and the U.S. market overall leader.

Black & Decker Case Study

B&D has a strong market share in the consumer and industrial markets, but is weak in the P-T market as it is currently experiencing decreased market share. In this segment, B&D is not generating profits and, at the same time, retailers want more advertising allowances and rebates. Click here to read more…

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by | October 3, 2012

Case Study on Always Campaign

How do you use television to sell a product you cannot show? You cannot even talk about the product except euphemistically, alluding to how it works using metaphors and visual similes. And it gets worse! You know that vast members of the audience, and even your target market, are uncomfortable with your message – no matter what you say or do.

These are the background restraints that affect the feminine hygiene product market and its advertising. The Always case is a good example of how an advertiser was able to work within these parameters and still create such a memorable and effective campaign that the brand went from product launch to capturing 50 per cent of its market in two years. Click here to read more…

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by | September 18, 2012

10 Barriers to eCommerce and Their Solutions

It has been often said the Internet has leveled the playing field, notably so in the world of eCommerce. Without the need for a traditional store front (employees, insurance, or all the other sundry demands of maintaining a physical presence), a merchant can very quickly begin selling compelling products. The Internet has also leveled other barriers to entry. Costly advertising in Yellow Pages, newspapers, or magazines has given way to cost free search engines, email campaigns, low cost banner ads, or other online promotional schemes like Google AdWords. Click here to read more…

eCommerce

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by | September 4, 2012

Accountability: A Guide to Measuring ROI and ROO Across Media

“Accountability” is the word on everyone’s lips—and it’s going to continue to be one of the most discussed topics for a long time. ANA/Forrester’s Accountability Survey reflects the growing interest in measuring results among advertising leaders. The study showed that four in ten respondents are currently performing some form of ROI and/or ROO analysis, with nearly 20 percent of respondents expecting to increase their marketing mix modeling spending. While accountability starts with proof of performance assessments, ROO and ROI analysis methods take it further, offering companies valuable insights on how to use their marketing dollars to get the best results—and ultimately, increase profits. As marketers endeavor to improve marketing performance and efficiency, analytic tools and research will continue to become more refined to help them get optimal returns from their marketing and advertising plans…click here to read ahead

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