Dawnpilot Blog » Advertising in General http://dawnpilot.com/blog Forecasting Media Directions Wed, 23 Jun 2010 14:51:57 +0000 en hourly 1 http://wordpress.org/?v=3.0 Direct Response TV Production Notes – Testing Commercials for Impact http://dawnpilot.com/blog/http:/dawnpilot.com/blog/direct-response-advertising/testing-tv-commercial/ http://dawnpilot.com/blog/http:/dawnpilot.com/blog/direct-response-advertising/testing-tv-commercial/#comments Mon, 19 Oct 2009 04:20:46 +0000 Dawnpilot http://dawnpilot.com/blog/?p=34 We’ve all seen them.  Commercials that have lovely music and probably win some lovely award. But did they sell?

I mean the ones where you don’t know what’s being advertised until the very end, if at all. Where there is no voice-over?

My suggestion for advertisers is to watch their commercials with the sound off. Then turn away and listen to them without watching them. Do they persuade you in both modes? Imagine the audience that leaves the room, but is in listening range. What do they hear? Would you buy?  And the group that mutes all commercials or has other distractions… Would the visual alone do the job?

Does your creative stand up to these tests?

Take a lesson from the DRTV space. They make sure to get the call to action out there. They repeat the phone number to call. It might even get annoying, but you know what they are selling and what number to call.

This is why I love a great jingle. Leave them with something memorable. Even singing!

So try the test for yourself. Let me know what you think.

]]> http://dawnpilot.com/blog/http:/dawnpilot.com/blog/direct-response-advertising/testing-tv-commercial/feed/ 1 Advertisers Use Social Media to Improve Consumer Retention http://dawnpilot.com/blog/http:/dawnpilot.com/blog/advertising-in-general/advertisers-use-social-media-to-improve-consumer-retention/ http://dawnpilot.com/blog/http:/dawnpilot.com/blog/advertising-in-general/advertisers-use-social-media-to-improve-consumer-retention/#comments Thu, 17 Sep 2009 15:42:06 +0000 Dawnpilot http://dawnpilot.com/blog/?p=17 It’s a common occurrence visualized in an apt dating scene, a Customer breaks up with an Advertiser because they are not relating or having a dialogue. Get out of your monologue as an Advertiser. Use social networking to continue the conversation and ENGAGE your customer to improve and maintain that relationship.

Companies today have made significant investments in consumer retention management programs (CRM) from call centers to print and direct mail campaigns. Now they are working the sphere of social media and related efforts as part of their online business management to achieve.

It’s a very cost-effective way to stay in touch with consumers who have had an experience with the brand. As a known entity, the relationship is warmed up, ready to be improved upon!

Listener to the Consumer in this video: “..it’s not exactly a dialogue….You say you love me but you aren’t behaving like you love me…You aren’t even listening are you?”

View The Break Up – Brought to you by Microsoft Advertising

The Break Up – from Microsoft Advertising

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