Tag Archives | advertising


An ad seven years
old today; as great now as
it was way back then.

Eden Tea

Many ideas but
little space; best ads focus
on what matters most.


An ad that is based
on art rather than craft, looks
good but sells little.


Too many ideas
in one ad can confuse and
turn off the reader.

Advertising Effectiveness: Problem #30

Problem: Settling for Engagement.

As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication and deepens traditional reach and frequency discussions.

But engagement is only a partial measure of total advertising effect. Engagement is loosely defined as producing a positive brand experience. It is often operationalized through such measures as views, clicks, likes, shares and comments. Knowing whether an ad experience has been engaging is more actionable than knowing where and when an ad ran, but it is not as actionable as knowing whether an ad influenced buying behavior. Achieving sustained performance improvement and brand building requires more than engagement. Continue Reading →

Buick Enclave

Fresh ways that show what
you are, win more than doting
on what you are not.