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WHAT IS PAY PER CLICK ADVERTISING?
In the traditional sense, Pay Per Click advertising, the “sponsored listings” usually found at the top and down the right hand side of search engines, is an auction-based system that allows businesses...
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WHAT IS ADVERTISING
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition? It’s none of the above. Advertising is...
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ADVERTISING PRODUCTS THROUGH THE BRAIN PRISM
Products are mute: the brand gives them meaning and purpose, telling us how a product should be read. A brand is both a prism and a magnifying glass through which products can be decoded. BMW invites...
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ADVERTISING STRATEGY
Strategy is figuring out what you’re going to do. And as the copywriter, developing the right strategy is the most necessary work you’ll perform. “Come on!” someone declares. “Choosing which direction...
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BUILDING A MARKET LEADER WITHOUT ADVERTISING
What does it take to build a brand? Brand definitions are innumerable, and almost every author in the field has his or her own. Although they can be useful, definitions tell us very little about how to...
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ADVERTISING IDEA
You went through the last article on advertising and settled on an approach. As things stand, you could put out a serviceable ad. However, if you’re determined to get this ad noticed, you’ll have to...
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SELLING ADVERTISING
Persuasion. If you don’t win the prospect over to your side, you’re nowhere. You won’t even have a side to not be won over to. You, you, you. In your copy, say this: “You need our product.” “Here’s...
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URGE FOR RESULTS
You’ve done all kinds of smart things to get the prospect this far. It’s time to urge him to respond. Urging is vital, because it’s not enough to drop the facts in front of him. You don’t want him...
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