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Gianfagna Strategic Marketing / Blog  / Advertising (Page 4)

Marketers, Please Stop! 6 Creative Themes to Banish Forever

It was the Honda Presidents' Day Sale TV spot that finally put me over the edge: Yet another marketing campaign with an overused creative concept that makes consumers roll their eyes and wonder what marketers and their agencies are smoking. Why do so many marketers continue to develop ad campaigns that have no originality or insult the audience? Can’t we agree as agencies and marketers to stop the madness? As a marketing consultant, I’m sure I speak for millions when I say I’ve had enough. Here are six marketing approaches I’ve seen...

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Branding Strategy: The Power of a Positioning Tagline

Which candy “Melts in Your Mouth, Not in Your Hand"? Which car is “the Ultimate Driving Machine”? Which auto insurance company puts you "in good hands"? If you're an American consumer, you know the answers to these questions without even having to think, because smart marketers like Mars, BMW, and Allstate have created unforgettable positioning taglines that have become powerful components of their brands. What is a positioning tagline? Does your brand need one? And how do you create a great one? In part one of a two-part post, I explain why...

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Is That Super Bowl Ad Effective Marketing? 7 Ways to Judge

An estimated 111 million people will be watching this year’s Super Bowl and a recent survey showed that many American adults prefer watching commercials to watching the game. That’s why marketers are willing to spend an average of $3.8 million for a 30-second spot. When you have an audience that big and that eager to hear your message, your ad had better be great. But how do you know if an ad campaign or creative concept will be a winner -- or be worthy of such a huge marketing investment? What makes...

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Why Listening is the Most Powerful Skill in Marketing

A successful career in marketing requires many skills, such as copywriting, graphic design, and project management. But there’s one skill everyone in marketing needs to master, no matter what their role: Listening. Here’s why listening is essential for marketing success and 10 tips for doing it better....

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10 New Year’s Resolutions for Smart Marketers

At the beginning of a new year, most of us will resolve to live healthier lives and clean out our closets. New Year’s resolutions also can extend to marketing – and many smart marketers use the turning of the calendar page to make some long-overdue changes to their marketing strategies. Here are 10 resolutions to make your marketing more effective in the New Year....

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When a Blog Post Leads to Sudden Fame: 5 Tips for Marketers

Blogging is a powerful marketing tactic in a smart marketing strategy. A blog lets you share your expertise and demonstrate your knowledge. Blogging is also vital for search engine optimization because it creates a constant stream of new, keyword-rich content for search engines. Sometimes those keyword-rich blog posts lead to big-time notice. Case in point: My recent blog on political advertising in Ohio. Here’s how a blog post led to me being featured in a story by the Associated Press and five tips about blogging and publicity for your smart marketing...

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5 Reasons Your New Marketing Campaign May be Doomed to Fail

A brilliant creative concept is often at the heart of a great marketing campaign. But sometimes the creative goes too far -- and what seems like a breakthrough idea at the concept stage results in marketing that misses the target and confuses the audience. Here are five signs a new marketing campaign is a little too creative to succeed and some tips for avoiding these mistakes in your smart marketing strategy....

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Welcome to Ohio, the Eye of the Political Advertising Storm

If you live in a solidly red or blue state, you may be seeing very little political advertising this presidential year. But here in the Buckeye State, we are drowning in political ads for the presidential campaign and the U.S. Senate race between Sherrod Brown and Josh Mandel. How bad is it? Here’s a snapshot of what life is like in Ohio and other swing states this election season – and some thoughts about whether this massive media buy is a smart marketing strategy....

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Marketing Insights: How the Class of 2016 Sees the World

If you sell to college students, the annual Beloit College Mindset List is a must-read. Each year, Beloit’s researchers profile the cultural touchstones that shape the lives of students entering college. It’s a critically important tool for marketers who sell to this influential demographic. Here are some insights from the 2016 Beloit Mindset List for your smart marketing strategy....

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11 Ideas for Using White Papers in a B2B Marketing Strategy

If you’re a business-to-business (B2B) marketer, white papers can be a powerful way to demonstrate your expertise and differentiate your company from competitors. In part three of a three-part series, here are 11 ideas for using white papers as marketing tactics in a smart B2B marketing strategy....

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